Entropia launches a new big data arm headed by former SAP professional

3 years ago


(marketingmagazine.com.my)– Understanding the growing importance data, marketing consultancy Entropia announced today the launch of its new big data offering – ENTROPIA SENTIENT.

The new unit will be headed by Sonny Dey, Entropia’s new Chief Data Strategist. He was previously the head of big data at SAP Hybris in the United States. Sonny, after his MBA from Graduate Business School of Columbia University, USA, spent 6 years with PepsiCo in India and New York, followed by 4 years at Accenture in New York. Sonny is supported by a team of data scientists, technology architects and category strategists.

Eleven members will lend their expertise at Sentient and the unit’s key members include Teoh WK who leads marketing commerce and Taher Chhabrawala, the new lead for technology and platforms.

“Data is the new premium,” Prashant Kumar, Senior Partner at Entropia shared. “In a world where automated supply chains get seamlessly married to programmatic demand engine, well harnessed actionable data will be a key source of competitive advantage,” he added.

“SENTIENT is where Big data meets Big ideas. We are all living breathing 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.

Commenting on the launch, Sonny Dey said, “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. At Entropia we feel the 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.”

Entropia could not share Sentient’s new clients however in its release mentioned that since its beta launch six months ago the agency has picked up assignments in the F&B, semi-durables and retail categories.



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