In this discussion with Santosh Abraham, Lead Analyst at Research NXT, Meera clarifies how BigBasket is a more of a retail company that happens to be online, than an e-commerce website. She emphasizes on the fact that since Bigbasket is an online company, product & technology play a very critical role in the customer journey. She talks about how her organization uses ATL in a big way for creating awareness & generating demand, but ultimately relies on the digital marketing team for the final leg i.e. conversions in the forming on placing orders online. She explains how analytics has made the digital platform so granular and detailed, allowing marketers to map a consumer’s online behaviour and come up with innovative offerings like the “Smart Basket” that makes online shopping a quicker & smoother experience. She clarifies how the term “marketing technology” is not just limited to digital marketing, but has a much wider scope of activities under it. Meera also shares how the marketing technology stack of BigBasket is structured currently, what activities are conducted in-house and which marketing automation solution (MAS) they’re using off-the-shelf.