TCS named leader in digital marketing services by NelsonHall

13 April 2018 5 min. read

Indian consulting giant Tata Consultancy Services (TCS) has received yet another accolade for its work in the digital domain. The firm has been awarded the number one spot in the Digital Marketing Services segment by market research consultancy NelsonHall in its latest Vendor Evaluation & Assessment Tool (NEAT).

Having been an active member of the Indian consulting industry for four decades now, TCS has recently entered a phase of wide recognition and applause. Today, the firm employs nearly 400,000 people, and generates revenues of over $17.5 billion from a number of large scale projects within India and across the world.

Among the firm’s strengths is its ability in the digital sphere. Currently, TCS is supporting two major airlines with transitions to the cloud environment and IT architecture, namely Malaysian Airlines and Virgin Atlantic. The firm is hoping to feed its growing body of business not only through quantitative expansion, but also through qualitative improvements.

Late last year, the firm established a major facility in Mumbai for research and development (R&D) efforts in the software domain. The facility houses 30,000 employees, who collectively work on the development, application, and advancement of state-of-the-art technological tools.

TCS was recognised last month by the Everest Group, particularly for its work in the software product engineering (SPE) domain. The firm was positioned at the top of a list of 18 of the world’s leading providers of SPE services. Now, TCS finds itself in the top spot of another list, this time for Digital Marketing Services.

Based out of Boston, NelsonHall is one of the world’s leading market analysis and research firms. Since 1998, when it was founded, the firm has been offering consulting and research services for firms across the globe, based on the ethos that insights and analysis are the key to success in business.

TCS named leader in digital marketing services by NelsonHall

The firm specialises in two service lines, namely business process services (BPS) and Information technology services (ITS), extending across a range of industries, including banking, healthcare, insurance and technology. One of the firm’s flagship products is its speed-to-source offering, known as the NelsonHall vendor Evaluation & Assessment Tool (NEAT).

In essence, the tool is used to evaluate a number of industry segments to help inform organisations about their outsourcing decisions by acting as a one-stop-shop for information. In its 2017 edition of NEAT for the Digital Marketing Services segment, the firm has named TCS as the market leader.

Leader in Digital Marketing Services

TCS has been recognised for its range of services in the design and digital transformation domains, administered through its TCS Interactvie vertical. The division’s offering covers the entire span of the marketing process, from conceptualisation to implementation, supplemented at each stage with strategy design. 

So far, the TCS Interactive vertical has completed 1,500 projects for 300 clients across the globe, which has involved the strategic development of content, the marketing of the same, and assistance with licensing and regulation.

Post implementation, the firm has the capacity to assist clients using its analytical tools, which measure the impact and effectiveness of digital marketing strategies. The go-to tool for this purpose is the firm’s ‘cognitive analytics platform’ by the name of ignio, which conducts big data analysis to assess consumer behaviour.

The firm’s strategy-oriented approach to digital marketing is supported by its ROI-by-design model, which involves the establishment of clear benchmarks and performance indicators at the design and conceptualisation stage. In keeping with its commitment to continuous growth, TCS has maintained its investments in the digital marketing domain, having invested in studios and labs for design and content purposes, where the firm’s staff develops strategy around user experience, always employing a “user first” approach. 

Commenting on the accolade, Sunil Karkera, the Global Head for TCS Interactive said, “Delivering a superior, personalised experience to customers across a multitude of channels is an imperative for any enterprise seeking to differentiate itself in a Business 4.0 world. Our leadership positioning in an independent third party assessment demonstrates the depth of our capabilities and market success in digital marketing services.” 

Ivan Kotzev, Principal CX Services Analyst at NelsonHall said; “Combining its proprietary digital transformation framework, cognitive analytics, key partnerships, and a network of innovation studios and labs, TCS is addressing the principal client requirements for interactive marketing strategies covering the entire customer lifecycle. TCS's adoption of emerging digital channels and strategic investment in deep learning shows a strong capability to address future client needs.”