Retail in Asia

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Indian brands tap social data

Brand owners like SAB Miller, Tata DOCOMO and Mahindra & Mahindra are seeking to utilise social media data as a means of enhancing consumer engagement and sales in India.

SAB Miller, the brewer, ran a contest called The Coolest Job on Facebook, promoting Miller High Life, and offering to pay the winner to visit attractive social destinations and high-profile events. It secured 100,000 fans and 37,000 "applications".

However, Ranendra Dutta, vice president for IT at SAB Miller in India, told CIO India it was "tough" to establish firm correlations between such activities and financial metrics, even with access to market research and sales figures.