The US-based data analytics firm Express Analytics has said that it would foray into Indian market, as a part its worldwide expansion strategy, and would offer Artificial Intelligence (AI) and machine learning (ML)-based predictive analytics services to companies in technology, telecom, banking, advertising and retail industries, and public sector.

The company has also entered into an strategic alliance with Delhi-based Mavcomm Advisory to expand its portfolio in the Indian market witnessing increasing digital transformation.

“In the billion people aspirational economy of India, data driven marketing will have the most impact after Aadhar card, UPI, and GST. After the significant impact we have created in the US for Fortune 500 companies, we now look forward to supporting the Indian marketers,” Hemant Warudkar, chief executive, Express Analytics said.

Warudkar further said that the company is excited to work with the Mavcomm Advisory that would also facilitate public sector units and state governments to deploy its tailormade products and solutions.

The California-headquartered company offers a suite of offerings, positioned for Indian corporates and brands that deal with large data sets and are looking to derive business insights for campaigns with higher return on marketing expense.

The company's move comes on the back of growing demand for mining big data to convert it into operational decisions, and increasing digital transformation of public and private sector companies following the Covid-19 outbreak.

In this privacy-first, cookie-less world, knowing your customer is critical, the company said, adding that multiple announcements over the last few years underline that large advertising companies have been acquiring, investing, and launching new big data companies to bolster their advanced data and technology capabilities.

In 2019, Express Analytics signed a memorandum of understanding (MoU) with the Indian Institute of Technology (IIT), Goa, to collaborate in the field of data science and analysis, including in artificial intelligence (AI) and machine learning (ML) technology.

“Organisations and brands are looking to create meaningful engagements with stakeholders. They need to evaluate the engagement every step of the way to add value through effective data analytics for achieving RoQ. Express Analytics’ AI and data analytics expertise will help curate effective measurement mechanisms for evaluation for pre, during and post campaigns," Anupam Shrivastava, Partner, Mavcomm Advisory, and former Chairman Bharat Sanchar Nigam Limited (BSNL) said.

“As a chairman of BSNL, I had always underlined the need to utilise the big data pool in a more efficient way, and this is the case with most of the public sector firms," Shrivastava added.

“Data analytics and visualisation, backed by artificial intelligence have become increasingly relevant in the marketing and communications’ industry to lead business intelligence (BI) for effective delivery and performance of campaigns," Siddhartha Upadhyay, Chairman, Mavcomm Advisory said.