Entropia’s new big data venture

Entropia has launched its big data offering – Entropia Sentient. The new service will provide end-to-end utility in the area of big data infrastructure, data architecture, strategy, insights, and data activation across demand chains.

The offering, as stated by the company, has been in beta for last six months has already picked up assignments in F&B, semi-durables and retail categories often contending against tech and consulting majors.

Sonny Dey, previously the head of big data at SAP Hybris will be leading the thrust. Dey has spent six years with PepsiCo in India and New York, followed by four years at Accenture in New York. He will be supported by a team of data scientists, technology architects and category strategists. The team is also supported by partnerships in the technology and specific capability areas.

“In the online world, it’s becoming more and more difficult to tell where the marketing stops and where the sales begin. The lines between the media and the shop are really blurred. We need to weave together what people talk, with what people see or hear, to how they experience the brand to what people transact, and how that is delivered,” said Dey.

“Data is the new premium,” said Prashant Kumar (pictured), senior partner at Entropia.

“In a world where automated supply chains get seamlessly married to programmatic demand engine, well harnessed actionable data will be a key source for competitive advantage,” he added.

“Sentient is where big data meets big ideas. We are all living data trails, and to know the footprints we left behind – individual or aggregated, is to know what could lie ahead, and is to help us know what we may like, offering huge opportunities in designing product proposition, pricing, access and communication,” he added.



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