Zepto To Initiate Subscription-Based Analytics Platform ‘Atom’
The operations will have a separate website and mobile application
Making a foray into the consumer analytics space, quick commerce firm Zepto will unveil its subscription-based platform, Zepto Atom, on May 16.
The data insights-led paid service platform will provide brand partners (listed on Zepto) with access to real-time market data, consumer behaviour analysis, data on customer repeatability and retention, and predictive analytics.
The company stated that it would provide pin code-wise market share data to assist brands in deriving hyperlocal insights on their performance. They could obtain minute-by-minute sales details, customer impressions, conversion rate and full-funnel visibility on buyers’ purchase practices.
Zepto Atom will comprise an in-house Natural Language Processing (NLP) assistant, Zepto GPT, trained on the company’s data.
The company mentioned, “It analyzes the vast datasets within Zepto Atom to provide actionable answers, strategic recommendations, and generates data reports for the brand.”
It added, “Zepto Atom intends to use an in-house, tech-powered analytics tool to disrupt the Rs.1,000 crore consumer analytics industry in India, currently dominated by legacy multinational companies.”
Providing further details, Aadit Palicha, co-founder and chief executive officer of Zepto, stated, “Zepto Atom is a serious attempt by our category and tech teams to build a disruptive new product. We can harness millions of data points Zepto generates every day to give brands customized and real-time insights on their products at competitive price points than they are currently incurring.”
The CEO added that the company intended to invest significantly over the next year to improve the product and add new features, including artificial intelligence (AI)-generated customer personas and automated survey features.