In this episode of DCC, we feature Archana Chettiar, a communication expert with over 20 years of diverse experience. From banking to e-commerce, Archana’s journey reflects her passion for writing and expertise in crafting impactful content. Currently contributing at Research and Ranking, she shares insights on the dynamic communication landscape and her unique perspective on the impact of artificial intelligence.

Introduction

0:34

Archana has over 20 years of diverse professional experience, starting in the banking sector before transitioning to roles in sales, business development, and e-commerce, particularly in consumer electronics. Despite her varied career, her true passion lies in writing, which she has cultivated for over a decade. Initially aiming for a career in writing that spanned books, theses, stories, and TV serials, she eventually found herself in corporate communications. Since 2013, Archana has been writing extensively on topics ranging from food economics to IT and the manufacturing industry. The onset of COVID-19 in 2019 led her to explore new opportunities, eventually landing her at Research and Ranking in 2021. In her two years with the organization, Archana has contributed to various marketing campaigns and written content for multiple teams, finding joy in the continuous learning that comes with her role.

First Interaction with Data

4:11

Archana highlights the integral role of data in her professional journey, emphasizing its significance in her e-commerce experience. During her tenure in the e-commerce industry, she keenly observed data metrics such as daily sales, costs, and consumer behavior. This data not only facilitated short-term planning, like quarterly budgeting, but also informed long-term strategies, predicting future sales and influencing production decisions. Transitioning into the realm of content creation, Archana continues to leverage data to understand audience engagement. Metrics such as reading patterns, star ratings, and visibility on platforms like Google Discover and News serve as objective measures for the inherently subjective field of content creation. By analyzing user interactions, Archana and her team gain insights into the effectiveness of their content and adjust strategies accordingly, showcasing the indispensable role of data in shaping their communication efforts.

Favourite Campaign

7:11

Archana recounts a significant project at Research and Ranking that holds a special place for her – the annual year-end review magazine titled “Facebook.” In its first iteration, Archana and her small team worked tirelessly throughout December, creating a 60-70 pager magazine that looked back at the previous year’s highlights. Despite the challenges and late-night efforts, the magazine received positive responses, with around six lakh people in their registered user base receiving and appreciating it. The success continued with the second edition sent out in January, reaching shareholders and garnering widespread acclaim. Archana expresses the joy of seeing a project she invested much effort in being well-received, emphasizing that such positive outcomes make the hard work worthwhile. The magazine, both in print and online versions, remains a highlight among their various campaigns, symbolizing the team’s achievements and growth over the years.

Important metrics to measure success

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Archana emphasizes the crucial metrics she and her team measure regularly to gauge the success of their content. These include monthly and daily users, engagement on the page, sessions, and the number of votes received for their content. While these metrics provide valuable insights on a regular basis, Archana identifies two specific metrics that hold special importance for her – the number of users visiting to read the content and the votes received. These metrics, according to her, are beyond direct control and serve as true indicators of content quality. Archana believes in prioritizing quality over quantity, asserting that well-crafted, original content will naturally attract readers and positive votes. She places significance on maintaining high voting rates and achieving a favorable star rating, recognizing that consistency in delivering quality content is key to sustained success in the industry.

Impact of AI on Communications

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Archana acknowledges the advent of artificial intelligence, particularly tools like ChatGPT, in the field of communications. While she utilizes ChatGPT as an additional tool to enhance her work, she emphasizes the importance of not solely relying on such technologies. In her view, AI should be a helpful assistant, not a replacement for inherent skills. Archana expresses concern about excessive dependence on AI, cautioning against losing one’s ability to write independently. She highlights the risk of uniformity in communication if everyone relies on the same AI-generated content. While recognizing the time-saving benefits of AI, Archana stresses the need for individuals to maintain their writing skills and not become redundant in a world dominated by AI. For her, AI is a tool to aid and enhance, not a substitute for human creativity and expression in communication.

Dream Metric

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Archana envisions an ideal metric that could measure subjective elements without forcing objectivity upon them. She expresses a desire for an impartial metric that evaluates the quality, engagement, and impact of subjective content like books or theses, rather than relying on quantitative measures like the number of users. She believes that true communication should touch the heart and create lasting memories, akin to the impactful lessons learned from books like Philip Kotler’s marketing fundamentals. Archana’s dream metric would focus on the enduring impact of content, aiming to assess whether it remains memorable and continues to resonate with individuals over time. Such a metric, in her view, would provide a more authentic understanding of what truly works in communication, eliminating the need for guesswork and facilitating informed decision-making in content creation.

My two cents

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For those aspiring to enter the dynamic field of communication, Archana offers valuable insights. She emphasizes the need for perpetual learning, akin to the ever-changing nature of social media and communication trends. Whether it’s public relations, writing, or editing, one should remain open to continuous learning and adaptation. Archana advocates for genuine, heartfelt communication, cautioning against becoming a mechanical communicator. Speaking from the heart and putting oneself in the user’s position ensures authenticity. Additionally, she recommends using tools like Grammarly to enhance writing skills and understand tonality. Archana encourages aspiring communicators to embrace flexibility, continuous learning, and a genuine approach to connect with their audience effectively.