Case Study: Data Sutram
PERALTA, Ranz Michael C.
ADENTRE OTEM1
Mar. 4, 2023
Read the Case Study on Data Sutram found in your Sprint 4 Module in Wadhwani and answer
the following questions:
1. Describe the Data Sutram business and identify the Business Model ?
- The platform captures how people live and behave at any given location by
converting unstructured data sources like satellites, mobile phones and
point-of-service machines into insights. The company’s business model heavily
focuses on the B2B model as this is where their specialization comes into play.
2. What kind of business would this be categorized as?
- Developer of a location data intelligence platform designed to leverage
location-based insights. The company's platform utilizes artificial intelligence to
process large tracts of unstructured data from satellites and multiple public and
private sources, helping businesses to use location data for business expansion
and for improving existing physical and digital assets.
3. Can you estimate the market size? Go through the Data Sutram Website. Analyze the
Branding and the its Elements. Comment on those aspects that you feel have been done
well? What could have been done better?
- Their market size covers not just BFSI sectors but also Manufacturing and Retail
sectors which means they are renowned for their service on a global scale. One
thing I’ve noticed when I was scanning through the website is that it is well
structured since they have included their mission and vision as a whole
organization meaning they are passionate about what they offer as a whole. Next
is their advancement of digitalization for businesses with different articles for a
specific sector. Overall, there is no need for any changes with regards to their
company structure and website.
4. How did Data Sutram land their first customer?
- By integrating and using three different types of channel partners that include
Analytics, Consultancy and Technology first companies. That way they are able
to properly segment their customer base. Not only that they built a win-win value
proposition for the customer, the partner and themselves that enabled them to
venture into the Retail industry with Wellness Forever as their first customer.
5. How did they grow their customer base?
-
They built a stronger sales engine on the back of their own marketing strategy
which started outbound at first with various sales representatives contacting
potential customers through emails and LinkedIn. When they realized that it was
not a viable approach, they started going inbound by building marketing collateral
such as case studies and customer stories,blogs, articles and advertising
material to further expand their horizons when it comes to increasing their
customer base.
6. Go through the Channel Strategy Handout. Analyze the Channels that Data Sutram
used to expand their customer base?
- They mainly used the first strategy which is the Strategic Partners strategy
because it was mentioned in the case module that they used three different
channels to focus on specific customer segments which at the time were
companies in industries such as BFSI, Manufacturing and Retail.
7. Peruse the social media handles and stories page – What role did these have to play in
their marketing strategy?
- That they are more than just a company that focuses on AI location intelligence,
but a company that shows willingness to reach out to other companies/people
offer them the best service possible and the initiative to expand when the
opportunity presents itself.
8. What are come of the Key learnings that you can derive from the case on customer
education?
- One key learning that I stumbled upon was in order to be successful, an
organization needs to continuously change and adapt to their customer’s
ever-changing needs and wants. If they fail to do so, they will lose out to their
competitors who are better at it, simple as that. Therefore, putting the customer
first is essential for customer-retention and loyalty.