Athena's Associate Director, Tuhin Sen, spoke at and moderated a panel discussion at the Marketing Meet 2018, organised by the School of Management, GD Goenka University (Delhi) on April 20, 2018. The panel delved into details of the use of data, indicators and analytics for measuring customer engagement. Representatives of SAP, Zee Entertainment Enterprises and Hakuhodo percept spoke about how data and attendant inferences were informing marketing campaigns. The key takeaway from the panel was that in the era of increasingly granular tracking, content production and distribution have emerged as the primary drivers of consumer choice.