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Monday, 22 January 2018

New Year Special- Rowdy RCF boys VS Lafangey Parindey

The year 2017 was very eventful for me. A dilemma that I face ( any body would face) as I write this article is to give a concise synopsis of the major events of a whole year. I could write realms upon realms and what I write could probably fill shelf after shelf in a library but still spill over. For that matter, I have decided to mention a only a paragraph or so of the year and move my narrative to the new year celebrations.

Hakuna Matata

Enough said! Now getting to the meaty part! My childhood friends and I usually plan a trip every year end. Previously, my friends had traveled to Thailand and had been raving about the trip ever since. I was determined not to miss out this year and was really looking forward to it. So much so that I was ready to take leave from my office even though I was in my probation period and yet to be a confirmed employee. We had grand plans for Bhutan but eventually they tapered down to Alibaug. (read every planned trip ever) .The early enthusiasm for flight tickets to foreign travel petered down to fuel contribution for the friends car to nearly beach destination!





Lafangey Parinday VS Rowdy RCF boys

We were joined by another set of friends. By the large the bifurcation had become something like this:
The Lafangey Parindeys: This group mainly comprised of suave and sophisticated individuals who were very polite in the game. You could always count on them to be honest and true. They very much liked to honour the spirit of the game. Tip thy hats to this league of extraordinary gentlemen:

  • Tejas Limkar (Me, enough said)
  • Deepak Mvelu (Future Star of Men in Black part 4)
  • Abhijeet Kanaparthi (Probably the guy who is most sorted in life)
  • Ronak Devadiga (Bass man, budding entrepreneur and musician) 
  • Paras Joshi (Start up whiz kid) 

The Rowdy RCF boys: RCF colony is a quaint and quiet place in Chembur. Don't let the sobriquet for the locality fool you though. It is home to some of the wildest beasts in India. They are known for their rowdy ways (as the name indicates) and are determined to win games by any means possible and involve in fair bit of cheating. A rowdier (again as their name suggests) bunch of hooligans you must have never encountered in your life (and probably never will). A majority of the guys have past criminal records:
  • Abhiraj Tandale (Tondu, founding member of the fearsome Nalla gang)
  • Ajay Sasane (Ladies, wanted for theft of large consignment of condoms in Chembur locality)
  • Ganapati Pai (Right hand man of Tondu, known for links to US underworld and mafia)
  • Rohit Nikam ( known associate of the Nalla gang)
  • Abhisekh Haware (chauffeur of the henchmen)
  • The bagpiper boys (led by Tayde)

We first started with football on the beach side. The weather was wonderful and the beach pristine.



Needless to say the Lafengey Parindey played with flair and flamboyance that would put top clubs of Europe to shame. As eloquent their style of play was, the RCF boys played very rough. The RCF boys tried all the tricks in the bag to put the Lafengey Parindey off their game. No prizes for guessing who won the match.


As the day wore on we did enjoy frolicking. There were a couple of water sport events too that we tried out.  All-in-all a fun day at the beach!




Later we returned to the the place we had booked to prepare for the new year celebrations.

The tables and the chairs were arranged in the manner that would put the knights at the round table to shame.




 The festivities began very early and (goes without saying) went on till late night. All hostilities were forgotten as friend and foe dined together. For obvious reasons I am refraining from  pictures of the festivities. Would be too grotesque for some readers.

It was quite late (or early, not really sure; I guess it depends what you call a near 3-4 AM ) when we finally turned to our beds. All the bakasurs in the house had devoured the food by then and the stocks ran dry.





The morning sun came and went but we slept well into the day. Can't really think of a better way to usher in the new year!

Wednesday, 27 September 2017

Data Analysis with IBM SPSS Statistics

SPSS Statistics is a software package used for logical batched and non-batched statistical analysis. Analytical tools such as SPSS can readily provide even a novice user with an overwhelming amount of information and a broad range of options for analyzing patterns in the data. 

A very good guide for the book would be Data Analysis with IBM SPSS Statistics


What is this book about?

The book starts with installing and configuring SPSS Statistics for first use and exploring the data to understand its potential (as well as its limitations). Use the right statistical analysis technique such as regression, classification and more, and analyze your data in the best possible manner. Work with graphs and charts to visualize your findings. With this information in hand, the discovery of patterns within the data can be undertaken. Finally, the high level objective of developing predictive models that can be applied to other situations will be addressed.

By the end of this book, you will have a firm understanding of the various statistical analysis techniques offered by SPSS Statistics, and be able to master its use for data analysis with ease.  

Who will find this book useful? 

This book is designed for analysts and researchers who need to work with data to discover meaningful patterns but do not have the time (or inclination) to become programmers. We assume a foundational understanding of statistics such as one would learn in a basic course or two on statistical techniques and methods.

What you will learn from this book?

  • Install and set up SPSS to create a working environment for analytics
  • Techniques for exploring data visually and statistically, assessing data quality and addressing issues related to missing data
  • How to import different kinds of data and work with it
  • Organize data for analytical purposes (create new data elements, sampling, weighting, subsetting, and restructure your data)
  • Discover basic relationships among data elements (bivariate data patterns, differences in means, correlations)
  • Explore multivariate relationships 
  • Leverage the offerings to draw accurate insights from your research, and benefit your decision-making
  

 About the authors

Kenneth Stehlik-Barry, PhD, joined SPSS as Manager of Training in 1980 after using SPSS for his own research for several years. Working with others at SPSS, including Anthony Babinec, he developed a series of courses related to the use of SPSS and taught these courses to numerous SPSS users. He also managed the technical support and statistics groups at SPSS. Along with Norman Nie, the founder of SPSS and Jane Junn, a political scientist, he co-authored Education and Democratic Citizenship. Dr. Stehlik-Barry has used SPSS extensively to analyze data from SPSS and IBM customers to discover valuable patterns that can be used to address pertinent business issues. He received his PhD in Political Science from Northwestern University and currently teaches in the Masters of Science in Predictive Analytics program there.

Anthony J. Babinec joined SPSS as a Statistician in 1978 after assisting Norman Nie, SPSS founder, in a research methods class at the University of Chicago. Anthony developed SPSS courses and trained many SPSS users. He also wrote many examples found in SPSS documentation and worked in technical support. Anthony led a business development effort to find products implementing then-emerging new technologies such as CHAID decision trees and neural networks and helped SPSS customers successfully apply them. Anthony uses SPSS in consulting engagements and teaches IBM customers how to use its advanced features. He received his BA and MA in Sociology with a specialization in Advanced Statistics from the University of Chicago and teaches classes at the Institute for Statistics Education. He is on the Board of Directors of the Chicago Chapter of the American Statistical Association, where he has served in different positions including President.

Tuesday, 19 September 2017

Mastering Apache Spark 2.x!

Apache Spark is a fast and general engine for large-scale data processing. It is an in-memory cluster based parallel processing system that provides a wide range of functionality like graph processing, machine learning, stream processing and SQL.

If you are a developer with some experience with Spark and want to strengthen your knowledge of how to get around in the world of Spark you need to have a good guidance to take your proficiency to the next level.

A very good guide would be Mastering Apache Spark 2.x

What is this book about?

The book commences with an overview of the Spark ecosystem. It will introduce you to Project Tungsten and Catalyst, two of the major advancements of Apache Spark 2.x.

You will understand how memory management and binary processing, cache-aware computation, and code generation are used to speed things up dramatically. The book extends to show how to incorporate H20, SystemML, and Deeplearning4j for machine learning, and Jupyter Notebooks and Kubernetes/Docker for cloud-based Spark. During the course of the book, you will learn about the latest enhancements to Apache Spark 2.x, such as interactive querying of live data and unifying DataFrames and Datasets.

You will also learn about the updates on the APIs and how DataFrames and Datasets affect SQL, machine learning, graph processing, and
streaming. You will learn to use Spark as a big data operating system, understand how to implement advanced analytics on the new APIs, and explore how easy it is to use Spark in day-to-day tasks.

Who will find this book useful?

If you are a developer with some experience with Spark and want to strengthen your knowledge of how to get around in the world of Spark, then this book is ideal for you. Knowledge of Linux, Hadoop and Spark is a plus. 
Reasonable knowledge of Scala is expected, although you will be able to catch up with knowledge of any object oriented programming language like python or Java

What you will learn from this book?

  • Examine Advanced Machine Learning and DeepLearning with MLlib, SparkML, SystemML, H2O and DeepLearning4J
  • Study highly optimised unified batch and real-time data processing using
    SparkSQL and Structured Streaming
  • Evaluate large-scale Graph Processing and Analysis using GraphX and GraphFrames
  • Apply Apache Spark in Elastic deployments using Jupyter and Zeppelin Notebooks, Docker, Kubernetes and the IBM Cloud
  • Understand internal details of cost based optimizers used in Catalyst,
    SystemML and GraphFrames
  • Learn how specific parameter settings affect overall performance of an
    Apache Spark cluster
  • Leverage Scala, R and python for your data science projects

About the author


Romeo Kienzler is the Chief Data Scientist of the IBM Watson IoT Division and working as a Senior Architect helping client worldwide to solve their data analysis problems.
https://www.linkedin.com/in/romeo-kienzler-089b4557
https://www.packtpub.com/big-data-and-business-intelligence/learning-data-mining-r-video
He holds an M. Sc. of Information System, Bioinformatics and Applied Statistics from the Swiss Federal Institute of Technology. He works as an Associate Professor for data mining at a Swiss University and his current research focus is on cloud-scale data mining using open source technologies including R, ApacheSpark, SystemML, ApacheFlink, and DeepLearning4J. He also contributes to various open source projects. Additionally, he written a chapter on Hyperledger for a book on Blockchain technologies.
https://www.degruyter.com/viewbooktoc/product/475359
http://dataconomy.com/where-life-science-and-data-science-meet-interview-with-romeo-kienzler-of-ibm/
Romeo has spoken at the O'Reilly's Velocity conference.
http://conferences.oreilly.com/velocity/devops-web-performance-eu-2015/public/schedule/speaker/219260
http://www.meetup.com/Big-Data-Developers-in-Berlin/events/227744512/
In addition is Romeo is an elected member of the IBM Technical Expert Council and the IBM Academy of Technology


Tuesday, 20 June 2017

Mamma Mia- My Mother's 51st Birthday Celebration

It is quite common for a parent to celebrate a child's birthday with great pomp. Parents go out of their way (especially Indian parents 😜) to make their wards day very special. Chocolates, cakes and presents come to mind. It was no different for me as a child. Every year I used to wait for that one day when my family would pamper over me and fulfill all my wishes. Not that it was any different on other days, but but I guess a birthday always has an exceptional allure. Perhaps it is really the love and special attention that I was showered that really made the day special in the true sense of the term.

It is only natural to return the favour now that I have come of age. This post is about how we celebrated my mother's birthday.


Mummy dearest

Let me fill in a few details about my mother before I go to the celebrations part.
My mother, Varsha, was born on a rainy day on May 21 1966. It is highly unusual for rains to come so early but on that particular day the clouds opened and it poured generously.
Perhaps the Gods were happy that this wonderful being was sent to earth on that fateful day and probably sent in celebratory showers. For this reason my mother was named Varsha or rains in Marathi.
Eldest in all her siblings, she shouldered responsibility since an early age. The most studious of the lot, she quickly established herself as an an academic and always stood among the top three in her class.
Being the eldest meant that she was the first to graduate and the first to earn. As the social fabric stood at that time, she assisted the family in every way she could. All her younger sublings would be pampered with gifts from her. She never held in their time of need and has continued this trend to this day.
For this reason, all her siblings call her a second mother for she has showered all the love a benevolent mother gives. Goes without saying that me being her son was the greatest benefactor of her gentle nature.


The Celebrations

The occasion was planned well in advance. Only roadblock-my mother wasn't ready for a grand celebration. It took a close to a million cajoling for my mother to finally agree. I image she would've had a fit or a seizure if a surprise birthday was kept so that was never really considered.

A banquet hall was booked and a family get together was planned. For an initial plan of nearly 15 members the guest list swelled to 40 on the day of the event. (We Indians!). 

I guess when it comes to family, more is more the merrier. When the party got underway there was much merrymaking as all family had gathered together after a long time.


Of course there was song and dance and good food! I rather let the pictures do the talking.




    





Here is a little dance video from the day. You can see almost all the guest swing a leg there. I stayed away though. I was busy collecting pictures. 😜


Incidentally, the first time I saw my grandmother wear a salwar kameez.





I get a feeling she was very happy that evening. 😊

Thursday, 1 June 2017

Four Quadrant theories- Effective techniques for improvement in an organisation

Unlike what the title might suggest, this post is not about some obscure mathematics equation or formulae. I know how much we just loved our Mathematics in school, thankfully we are not going down that road again.

So to clarify, this post is about tools of improvement within an organisation. By improvement I am broadly talking about effective communication, building on your strengths, an assessment of the weak links and overall increase in productivity.

Majority of the techniques can be at the team level, techniques like the SWOT analysis can used at the individual level as well. As the title suggest, all these techniques involve having a four sections or quadrants.

The following tools will be in discussion for the length of the post:

  • The SWOT Analysis
  • The Joahari Window
  • The Sad, Mad, Bad, Glad retrospective technique


A collective study is then undertaken later for every technique to work upon them later.

Lets get started with them, shall we?

The Strength Weakness Opportunities Threats (SWOT) analysis

 Even if you haven't actually tried this yet, chances are you have atleast heard of it. I have been hearing about the SWOT since my graduation days. Apparently we had a subject called Communication skills, goes without saying I didn't really pay attention back then 😝.

It was only when I made the leap into the corporate world when I realised how important these tools really are.

Perhaps the most primordial form of all the techniques used is the SWOT analysis.

 
As seen from the image above, we can make out the four quadrants to be Strengths, Weakness, Opportunities threats.

  • Strengths- Usually signify positive attributes, advantage over the competition, internal resources at your disposable
  • Weakness- If you are lacking in some trend that the competition seems to posses, then obviously your organisation is at an disadvantage. On a person level say a person has something innocuous as stage fright. This may lead him to clam up when giving a presentation. He will need to add such an attribute to his weakness.
  • Opportunities- If there is an emerging trend or technology that is about to be released, organisations can latch on them. For a better part this remains a largely external factor and opportunistic.
  • Threats:What if there are shifts in the customer behaviour and the consumer seems to inclining towards a product that you are not specializing on? Won't that be a worrying trend? This a threat and rightly so!
    On a personal level, consider a skill set that you do not possess and if there is a requirement for the same, what do you think an organization would do in such a scenario? The answer quite obvious. The person with knowledge in the domain would get the assignment. To avoid such a situation a person should identify the skill set and work on it till he masters it.

The Johari Window 

So much for what you know. But what about aspects that you do not know?

Well everybody has a perception about how they act and behave. The same action can be interpreted in a different way by a person other than you. To become more aware of your weaknesses and realize your strength we can seek out team members help. The Johari Window is an effective way of doing that.

I first came across Johari Window when I was at Capgemini but I am quite thankful to the wonderful quality team at Packt for giving this as quality tip and thus inspiring me to take up this article.


To implement the Johari window, the employees are given a list of  adjectives and asked to pick those that they feel give a an idea of their own qualities. After this the same list of adjectives are passed on to peers and they are asked to pick one for the subject.

The qualities picked up by the employee and then matched, compared and classified into the following quadrant.

  • Arena- Adjectives that both the peers and the participant employee agree on are placed in the Arena
  • Facade- Qualities that are not picked up by peers but only by the employee are grouped into facade. 
  • Blind Spot- Qualities picked up by peers but not by the participant are placed here
  • Unknown- Adjective picked up neither by the participant employee nor by his peers are placed in this quadrant.
Every team member goes through this sequence.

Sad, Mad, Bad, Glad conundrum


One of the most important techniques adopted in agile frameworks is the sad, bad, mad, glad retrospective technique. 

The four quadrants in are divided into:



Sad- Aspects about the sprint that the the team member is displeased about. Say a particular approach to a problem that may have inconvenienced some team members. 
Taking the development of a software web application, say if the build is not yet officially released and the testers are asked to perform testing on it it pre-release it may lead to gross miscalculation of the total number of defects as the developer may correct those errors before build release.

Mad- If a particular agreed upon protocol was not followed during the sprint then it is certainly a cause to be mad. Again taking the web application analogy- Say the code was supposed to be checked in before releasing the build and if it was not being followed then it should be noted down in the Mad column. Gross non-compliance apart, this would be quite detrimental to the prospects of the application.

Bad- Pointing out areas of improvement would definitely go into this column.
To explain this better we could lean on the web application analogy. So again considering the tester and developer working together on a sprint. If the sprint is of 15 days and the testing phase is allocated only two days and the rest being development then that may cause a lot inconvenience to the testing team. Moreover the quality of the build may get severely affected.

Glad- Finally the aspect where the team went correct. If there was good coordination within the team then that definitely should go into the glad column. Things that were correctly implemented in the current sprint and would be needed to be implemented in later sprints too need to go here.






Tuesday, 25 April 2017

Inviting Research Papers Data Science Congress 2017


Inviting researchers, scholars and authors to submit their original and unpublished work that demonstrate current research using big data analytics, computational intelligence, Machine learning, NLP, Data Mining and other intelligent computing techniques and their applications in science, technology, business and commerce to publish in peer reviewed international research journal. All submitted papers will be peer reviewed.

Deadline for Abstract submission is 5th May and final paper submission will be 15th May. Visit the site http://datasciencecongress.com/call-for-papers/

For details please contact tusharg@packtpub.com

The abstracts should fit in ONE PAGE in A4 size (no words limit)
Font size 11
Paragraph spacing should be 1.15
Should contain the following:
Background
Results
Conclusion


Monday, 17 April 2017

ARTery-A link to Life


 In ancient times, the Roman culture had a rich traditions of oral debates. Indeed these debates formed a central part of not only their social life but administrative life as well. The Roman senate would wrangle and content many aspects of an issue before enacting a formal law. Such discourse conducted over a millennial ago are well documented aspect of the Roman civilization and to a great extent have been credited with the flourishing of the empire.

Closer home, India had known Vaidyavidya since time immemorial. The tradition of passing knowledge by word is well known. The teaching and leanings from such deliberations are well recorded and have since passed throughout generations. They may have perhaps given rise to the vedas, the much revered legacy of ancient India.

In this age of maddening technology and gadgets you would be forgiven to think such oral velitation have been lost in time. It is, therefore, very heartening to see a bunch of individuals come together, take up the mantle and revive this heritage of mankind. Members of ARTery do just that!

Redefining the Unconventional- The Artery Way

 


The essence of ARTery is healthy, peaceful and stimulating discussion. Every month, a select few congregate together at one place, ponder over a topic and deliberate on length. Every discussion begins with the moderator reiterating that the point of the meetup is a hearty and wholesome discussion on the topic. Participating individuals are free to express their opinions. Contentions are encouraged but in a harmonious way.

The origins of Artery can be traced to Swathi Nair, a piquant individual who set about creating a clique who would be interested in having intriguing discussions. This search yielded good results as many like minded people quickly jumped on the wagon.

Members are a mixed bunch. There is no cap on members age.

The oldest youngest member Brian is one crackling personality and gives the youth a run for the money. Assad (Assad Khan from India, not Bashar al-Assad from Syria), the wisecrack (contrary to what his name might suggest) whips up jokes on demand. Sridutt is a philosopher in the making. Chetan is an author and has three books already to his name. Along similar lines Jeny, the artist, and Shruti, the singer, do give exhibitions of their talents. Rohit is a musician and as far as musicians go, quite a gifted one. Sahaj is an intrepid explorer. Artery in its ranks has people with incredible qualification as well; chief among them Gauri, a charted accountant. Avi and Rohan are experts in out-of-body experiences. (Yes, they do discuss such things!!). Likith is an avid rider and adventurer and so is Trilok!

The topics by themselves are quite unconventional and do not necessarily follow text-bookish approach or concurrent issues.

Goosebumps galore!!

To get a good idea just how maverick and free spirited the discussions can get, take the recent meetups on Astral Projections.
But these are just words and one has to experience or meet up with people who go have gone through such thing. ARTery has in its ranks people who not only have experienced but do it on regular basis! The topic was so intriguing that the length of the discussion got stretched by another session and people still had more to say.

Varying Venues


The meetup has always had a good variety of venues. The one when I first encountered this crazy group was in Qtube cafe, Bandra. Imagine my surprise when the next meet up was planned at Sanjay Gandhi National Park!
A good talk apart, we had a pleasant Sunday amidst nature. We even had a chance encounter with deers in the park!

The Retreat


Although the essence of ARTery is having good succulent conversions, it is not limited to that alone. Every quarter, a short trip is planned. All members pitch-in and make arrangement for a hideout a little away from the city. This time around this rambunctious lot rented a spacious bungalow for the weekend. Needless to say everybody was pumped up and the energy showed.

There were songs, poems (yes that happens very often!) and a lot of merrymaking. It was childhood revisited.

The group bonded well over cooking, kayaking and to the merit of the avid adventurer swimming as well! There also happened to be a bake session and dreamcatcher workshop! (This writer really wanted to attend the retreat and enjoy all the fun but was unfortunately laid low with a severe bout of viral hepatitis)

 There is a palpable human side to the group. We usually celebrate our birthdays with our loved ones but how about a birthday where we actually spread love? The team did just that when they all visited an orphanage on Sridutt's birthday.

 

ARTery turns one!

 

This brainchild of Swathi (the group admin) has turned one this April and without a doubt helped many an individual come out of their shell, spread their wings and fly.




Offcourse, the team celebrated their turning a year old with a grand lunch!

Friday, 3 March 2017

Deconstructing Content Marketing in 12 Executable Steps

A leisure avocation can on occasion spark an endearing passion that may last throughout one's lifetime. Ever since I started with my blog, I have always been very interested in Content Development and its marketing. Consequentially, it should not come as a surprise that I quit my job at Capgemini, a leading IT MNC, and am currently working at PACKT, a leading publishing company of information technology and an excellent developer skills platform.
A childhood hobby of reading books (voracious I may add!) has now translated to a fulfilling and rewarding career.
My current role being a Content Development Editor (CDE); the development part of the aforementioned interest has been quenched but left me thirsting for marketing.
 So when an opportunity came along to attend a session on Content Marketing, I quickly jumped on the wagon. I will be now be listing my learning from the same.

Marketing should become a service and inspiration; not interruption

Take the case of Felix Baumgartner's jump from the stratosphere in the year 2012. Felix became the first person to break the sound barrier without vehicular assistance relative to his descent. More than the physics, what is more important for our study is how well Red Bull managed to place themselves in the mix.



Looking at the video, we see that there is very limited product strategy in this case. One thing very obvious from the video is the visibility that Red Bull garnered from this stunt. The feat got tremendous views all over youtube with heavy coverage from print as well as electronic media. 

Now let us look into Lifebuoy's global campaign


First birthdays of any individual are an important occasion. More than the ward itself, parents are overjoyed. A lifebuoy commercial showcases celebrations of a different kind. The twist in the tale being that the birthday is not the first rather the fifth. Yes, you read that right. FIFTH and not FIRST. Watch the video for a little more insight.

 A very clear message that this video managed to convey is that the brand cares about you.

Chief learning from these examples is:Visual marketing should be about how the brand sees itself .

 

Framing the correct content strategy

It is very important that you follow a structured marketing strategy and not get wayward. Let us first start with what not to do for a campaign.

Never make an aimless Visual Content

An advert should be well directed. Often in pursuit of catchy phrase or a picture marketers completely forget the product
Take the example of this campaign.


It doesn't really matter what the brand tried to convey; the campaign reflects very poorly on the brand as it espoused misogynistic tendencies and caused quite a furor when released. Neither is the product anywhere related to the advert. To avoid this scenario we need to have a structured strategy.


Following a structured strategy

Content Strategy can be organized into the following ways:
  • Category Truth- High involvement/Low involvement
  • Consumer Persona-Target Group
  • Buyer's Journey-Content should remove all doubt and consumer should have trust
  • Brand's Journey

It is also important to consider the channel when framing the correct strategy namely (online/offline).

Finding the sweet spot

The following picture should give a better idea of the middle path I am talking about:

Finding out what the customer wants

In order to understand what the consumer wants from the company, the organisation should be proactive in getting the consumer involved in the product development. 

A very good example would be the customer interview program adopted by my organisation, Packt,wherein we have the employees take a call with the users/readers/subscribers, jot down their  preferences and collect a mountain of information.

To simplify this further, pick up the phone and keep asking people about their experiences and take their opinion. Hundreds, thousands; the more the merrier.

Having the customer involved is a very good way of getting a refined product. The firm can identify on the improvement areas pinpointed by the consumer and make an action plan accordingly.
A key concept here is understanding the end user mindset.

Execution steps for extracting good content marketing

Partly in fear of making this blog too technical, I am listing out a few good execution steps for what makes up a good marketing strategy
  1. Be Honest


    • A leading travel and tourism company advertised this image as Andaman and Nicobar, India, when in fact the pictures are of Galapagos islands, Ecuador.
    • You cannot promise them high heavens and not deliver ( I hear that is the purpose of marriages so let us leave it at that!).
    • Never misrepresent. The factor that is ultimately going to affect the credibility of the brand is the veracity of the claim.
       
  2. Tell a human story.

    • Make the content relatable.
    • Tap into an emotion.
  3. Be Original
  4. Try animation
    • A simple storytelling will be able to achieve what a high budgeted marketing campaign will not.
  5. Re-purpose
    • Create one content in a compact and one in an abbreviated form
    • Use Infographics
    • If you have a content that is 12 minute long, you might consider having a 60 second condensed form of the same material.
    • Condense your matter into snack-able bytes.


  6. Pick latest trends
    • Latch on to the latest trends, technologies, tools and so on as per relevancy to the product before the competitor does.
  7. Optimise for mobile
    • It wouldn't be an exaggeration to say that Smartphones have taken over the world (literally and metaphorically). 
    • Landing page of the website should be always be optimised for mobile. 
    • You are losing out if your website is not configured for cellular viewing.
       
  8. Optimise with A/B testing
    • Try multiple ways of representing content. 
    • See what works best then pursue it. 
    • Basically, trial and error.
  9.  Call to action
    • Once a strategy has been put in place stick to it till a stipulated time or until a proven method comes along. 
    • Unnecessary chop and change isn't really going to take you forward, rather it will be detrimental for the product as frequent changes will make the user lose confidence

  10. Tag, Tag , Tag - Use Social Media frequently
    • Social media platforms like these are effective in helping your business grow. 
    • Features like FB live and youtube stream should be utilized for major events that the organization may be having and would like to channel to public.
    • Always have a video channel and a separate page for each video

  11. Reach out to partners and influencers
    This list includes:
    • Business partners
    • Corporate Events
    • Bloggers
    • The most important in the list: The Employees. These are your biggest influencers.
       
    12. Package the content correctly
    • It is important that you package the content correctly.
    • Be careful while choosing music and other media for your content.