“With increasing volume, listening and analytics will be all the more important”

Sameer Narkar

Interview with Sameer Narkar, Founder of Prudence Analytics, with the social listening and analytics platform, Konnect Insights.

Hi Sameer, what is your background, and what is your current role at Prudence Analytics?

I started as a software developer about 15 years ago, and now lead the team at Prudence. Everyone knows us as Konnect Insights – a social listening and analytics platform. My role at Konnect Insights is head of product, and as founder, I oversee other functions, such as Marketing and Sales.

As the founder of a growing company like Prudence Analytics, what are you most proud of thus far in the journey?

We are happy with the fact that Konnect Insights is the leading product in the social listening space in India, and we are slowly entering other markets. Our users love our data, the user experience and the great dashboards. Nothing makes me more proud than seeing a happy customer.

What differs Konnect Insights from other social listening platforms?

We offer an all-in-one tool that allows our customers’ marketing, customer support, analytics and PR teams to all use one software. The unified dashboards make life a lot easier for the whole organization. Apart from this, our dashboards and BI tools are the best in the industry.

What are the greatest challenges ahead for Konnect Insights when it comes to offering your customer analysis and developing your offer?

I won’t really call them challenges, we see them as opportunities. We know it is a fast changing world of social media and analytics with new changes happening at the social platform level as well as API changes. We have to keep abreast of them, and, at the same time, update our users on the changes.

The other important aspect is to keep innovating and bringing in new features and improvements in the current offering. We love to do that, and we are always excited about achieving excellence in our offerings.

Have you recently released any new technology-based solutions that will add to or improve your services?

The Business Intelligence (BI) solution that we launched offers the capability of creating charts with any combination of columns and filters, which is one of the most advanced solutions that we offer in addition to our dashboard’s functionality. We are thinking beyond social listening tools and making them a complete digital marketing suite with all possible integrations, and then offering the power of dashboards and Business Intelligence tools.

Which of your current products do you believe has a lot of potential, but hasn’t been adapted at the same rate as your other offerings by your clients?

We offer integrations with many CRM systems, such as Freshdesk, Zendesk and Microsoft Dynamics, as well as chat applications like Slack and Microsoft Teams. This has only been adapted by a few of our customers. We offer APIs for various integrations and would love to have a lot more use cases.

Which social platforms do you see as having the most potential in the future?

Instagram is the present as well as the future. I know a lot of marketers believe TikTok is the next big platform, but I still want to wait and see.

How do you think the media monitoring and social media analytics industry will change in the next 5 years?

The need for monitoring and listening will keep on growing. There is a gold mine of information available on the web and social media. You get your customers’ feedback with so much ease with tools like Konnect Insights, and you can respond to them within minutes. You can make data driven decisions, change your offerings and know what is working for you and what’s working for your competitors with ready-made dashboards, while performing industry analysis at the same time.

With increasing volume, listening and analytics will be all the more important. We are talking about this at a time when the world is witnessing a pandemic like never before in 100 years, and what we have seen is brands using analytics and social listening to make informed decisions. Big data and allied technologies such as NLP, Machine Learning and AI are going to play a major role.

By Renata Ilitsky

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