Wizikey Logo
Team Wizikey

Written by Team Wizikey

April 25, 2022

Data and comms go hand-in-hand: Moumita from Urban Company

In this episode of Data Champions in Communications, we caught up with Moumita Majumdar from Urban Company.

Data and comms go hand-in-hand: Moumita from Urban Company

In this episode of Data Champions in Communications, we caught up with Moumita Majumdar from Urban Company, discussing her passion for storytelling and her path to data-driven communications.

1. How did you end up in communications?

I’ve always enjoyed stories. Throughout my childhood and adolescence, I’ve been a voracious reader, always on the hunt for good stories. Naturally, I wanted to get into a profession that would allow me to craft stories. While pursuing my Masters in IIMC, I realized that communications would be ideal for me as it would enable me to create meaningful stories for brands. I started my communications career on the agency side, working on some of the biggest brands out there – Levi’s, Nike, Breitling, Netflix, Disney+ Hotstar, Bumble & more. 

Last year, I got the opportunity to join the corporate communications team at Urban Company and build the brand further with purpose-led communications. 

Storytelling is an art, and being in this profession fuels my passion for the same and also gives me the chance to create impactful change in the lives of so many people.

2. What was your first interaction with data? 

Data and communications go hand-in-hand. Good communications have to be backed by solid data otherwise it is fluff. Ever since my first stint in PR, I’ve always focused on data-led communications to create meaningful impact. It helps in understanding various nuances, which in turn aid in decision-making regarding comms strategies. Data-led storytelling is also reliable and believable for consumers.

3. How did you start using data in your campaigns?

I started using data from day 1 as every client asks for ROI. So, measurement and numbers have always been a big part of my life.

At Urban Company, we use data to analyze all our campaigns and drive our communication efforts. We are big on metrics and measurement and all our strategies are based on monthly findings using data.

4. Did you come across any challenge in communications where data helped you to solve it?

All the time! Every month we are using data to analyze our communication efforts and decide the way forward. Justifying PR efforts to senior leadership also becomes easier with the use of data. If we are thinking of spending money on a particular campaign, we always use data to first analyze the outcome and then go ahead.

5. What is the most important data point for you?

I always say that the number of clips doesn’t matter anymore, however, the core message, tonality, and kind of publication do. You could have 100 stories generated for your brand in a month but if only 10 communicate the core message, then you’ve lost the plot. 

6. What is your favorite tool for data insights?

I am currently experimenting with multiple tools as each tool provides something different and unique. 

7. How do you see data in comms in the coming days?

Data has and will continue to be one of the most important proof points for communications. We are dealing with a very smart audience today and every stakeholder –be it media or consumer is chasing data. Data-led storytelling will become even more important in the future along with purpose-led communications which aim to create impactful change.

8. Which is your favorite campaign?

It’s one of the campaigns I personally worked on since its inception – Levi’s #IShapeMyWorld. The insight of the campaign stemmed from data-based research and created a lot of impactful change.

9. What is your two cents for the budding comms professionals?

Be bold, fearless, and authentic. It will help you in more ways than one and aid you to curate the best campaigns and strategies for your brand. 

Secondly, always be thorough in research and back every campaign idea with insights from your research. Data is very rarely wrong.

Go to Moonarrow icon

Related Posts

“To make AI work best, you still need  HI (Human Intelligence) to guide it.”-Sanjula Miglani from Swiggy

“To make AI work best, you still need HI (Human Intelligence) to guide it.”-Sanjula Miglani from Swiggy

In this DCC interview, we talk to Engineer-Turned-Marketer Sanjula Miglani where she spills the beans on what it takes to succeed in the fast-paced world of marketing and communications! Learn from her wealth of experience as she dishes out valuable advice for budding marketers. Discover the importance of creativity, the role of data, and how […]

“Create marketing campaigns that educate and connect consumers to your brand values.”-Vignesh Shankar from Britannia

“Create marketing campaigns that educate and connect consumers to your brand values.”-Vignesh Shankar from Britannia

In this episode of DCC, we meet Vignesh Shankar, a communication master mind who spearheads innovative campaigns that artfully blend data-driven insights with intuitive storytelling. With over a decade’s experience honed at top agencies and brands like Mercedes and Britannia, Vignesh brings his passion for meaningful consumer connections to drive breakthrough results. While envisioning a […]

All Stories

  •  

Data Champion Series

  •  

Mar 3, 2024

“The efficacy of AI tools is great as a thought starter, but their reliability remains questionable.”-Tanaya Misra from Ness Digital Engineering

“The efficacy of AI tools is great as a thought starter, but their reliability remains questionable.”-Tanaya Misra from Ness Digital Engineering

In this episode we talk to Tanaya whose deep-rooted passion for storytelling and communication has propelled her into the forefront of the industry. From spearheading transformative journeys with startups to securing multimillion dollar deals, Tanaya has led many remarkable campaigns. She shares invaluable insights on navigating the complexities of PR and communications in the age […]

All Stories

  •  

Data Champion Series

  •  

Feb 26, 2024

“To make AI work best, you still need  HI (Human Intelligence) to guide it.”-Sanjula Miglani from Swiggy

“To make AI work best, you still need HI (Human Intelligence) to guide it.”-Sanjula Miglani from Swiggy

In this DCC interview, we talk to Engineer-Turned-Marketer Sanjula Miglani where she spills the beans on what it takes to succeed in the fast-paced world of marketing and communications! Learn from her wealth of experience as she dishes out valuable advice for budding marketers. Discover the importance of creativity, the role of data, and how […]

All Stories

  •  

Data Champion Series

  •  

Apr 2, 2024

“Create marketing campaigns that educate and connect consumers to your brand values.”-Vignesh Shankar from Britannia

“Create marketing campaigns that educate and connect consumers to your brand values.”-Vignesh Shankar from Britannia

In this episode of DCC, we meet Vignesh Shankar, a communication master mind who spearheads innovative campaigns that artfully blend data-driven insights with intuitive storytelling. With over a decade’s experience honed at top agencies and brands like Mercedes and Britannia, Vignesh brings his passion for meaningful consumer connections to drive breakthrough results. While envisioning a […]

All Stories

  •  

Data Champion Series

  •  

Mar 3, 2024

“The efficacy of AI tools is great as a thought starter, but their reliability remains questionable.”-Tanaya Misra from Ness Digital Engineering

“The efficacy of AI tools is great as a thought starter, but their reliability remains questionable.”-Tanaya Misra from Ness Digital Engineering

In this episode we talk to Tanaya whose deep-rooted passion for storytelling and communication has propelled her into the forefront of the industry. From spearheading transformative journeys with startups to securing multimillion dollar deals, Tanaya has led many remarkable campaigns. She shares invaluable insights on navigating the complexities of PR and communications in the age […]

All Stories

  •  

Data Champion Series

  •  

Feb 26, 2024

Wizikey Logo

Wizikey saves time by bringing relevant brand mentions from news, blogs, podcasts and other mediums in one place. It provides insights to build better awareness. It is built by communications' professionals who struggled with excel sheets, clunky software and decided to solve it themselves.

AWS Logo
Secure India Logo

Links

Wizikey Local

About Us

Play with Wizikey

Newsmaker Reports

Engineering@Wizikey

Careers

Privacy Policy

Cookie Policy

Terms of Use

Contact Us

USA Office: 1441 Norman Drive, Sunnyvale CA 94087, USA

India Office: 3rd Floor, Time Square, Sushant Marg, Sushant Lok - I, Sector 43, Gurgaon, Haryana, India - 122009

+91 9650 317 317

Reachus@wizikey.com

© 2024 Wizikey. All rights reserved