The flagship IMAGEXX Summit & Awards 2025, hosted by Adgully and The PR Post, returns for its 5th edition on July 18 ?Çô bringing together India?ÇÖs public relations and corporate communication leaders and changemakers. In today?ÇÖs hyper-connected, hyper-quantified world, data surrounds us like oxygen?Çöbut turning those numbers into something truly breathable for brands and consumers alike remains the real challenge. At the 5th edition of IMAGEXX Summit & Awards 2025 in Delhi, this idea took center stage during a high-energy panel, titled ?ÇÿFrom Metrics to Meaning: The New Age of Data-Driven Communication?ÇÖ. Moderated by Mamtaa Dhingra, a seasoned PR strategist and host of the ?ÇÿLateral Sutraa?ÇÖ podcast, the session brought together communication leaders from across sectors?Çömedia, logistics, real estate, automotive, and consultancy?Çöto explore how brands are moving beyond vanity metrics to build sharper, more resonant strategies powered by real insight. The esteemed panelists included: Ahana Ganguly, Associate Vice President - Brand Marketing & Corporate Communication, Times NetworkMitali Darbari Prakash, Business Director & Partner, The MavericksPoornima Gulati, Associate Director - Public Relations & Corporate Communications, NoBroker.comPrachi Sharma, Head - Creative and Communication, CARS24Rachit Mishra, Head - Brand Marketing & Communication, CJ Darcl LogisticsOpening the session with the poignant quote, ?Ç£We are surrounded by data but starved for insights,?Ç¥ Mamtaa Dhingra set the tone for a conversation that would cut through the noise. She emphasized the need to move away from superficial reporting toward deeper understanding: ?Ç£Data is everywhere, but insights are rare. The real value lies in interpretation, not just collection.?Ç¥ Ahana Ganguly offered a compelling look into how media brands are evolving. ?Ç£Data is the base for every communication and content decision today?Çöespecially in a space where we?ÇÖre not just competing with other broadcasters, but with FMCG, tech, and OTT platforms,?Ç¥ she said. From prime-time programming to ad sales, data informs everything?Çöfrom knowing when audiences tune in, to understanding who they are and why they engage. ?Ç£Screaming ?ÇÿWe?ÇÖre No. 1?ÇÖ doesn?ÇÖt work anymore,?Ç¥ Ahana quipped. ?Ç£What works is combining numbers with context and sharper targeting.?Ç¥ She also shared how Times Network leverages government datasets (like MoRTH?ÇÖs road accident statistics) to shape issue-based campaigns. ?Ç£Real numbers tell real stories. That?ÇÖs how we create communication that moves people?Çönot just informs them.?Ç¥ Poornima Gulati underscored how data is embedded in the DNA of digital-first disruptors. ?Ç£We built this company on a promise to remove the middleman. Data helped us replace opacity with transparency and trust,?Ç¥ she noted. Today, behavioral analytics fuel personalized experiences?Çöfrom property suggestions to CRM-led journeys. One standout example: ?Ç£We noticed an uptick in women applying for joint loans, so we started tailoring our messaging to support and empower them.?Ç¥ It?ÇÖs not just about demographics; it?ÇÖs about decisions. Prachi Sharma brought both clarity and charisma, offering a fresh take: ?Ç£AI will never beat natural intelligence,?Ç¥ she said with a smile. While she acknowledged the usefulness of AI in speeding up execution, she cautioned that data without empathy becomes hollow. ?Ç£Relatability is non-negotiable. People don?ÇÖt want fluff?Çöthey want truth. If you?ÇÖre not listening to human voices, your communication will miss the mark?Çöno matter how ?Çÿdata-backed?ÇÖ it is.?Ç¥ From logistics and freight to frontline branding, Rachit Mishra emphasized that data?ÇÖs role extends far beyond marketing dashboards. ?Ç£We use data not just to optimize operations, but to improve road safety, reduce accidents, and build long-term trust with clients,?Ç¥ he explained. For service-first industries, brand perception is closely tied to transparency. ?Ç£Smart communication, rooted in insight, helps us stay accountable. That?ÇÖs how we keep stakeholders engaged?Çöand reassured.?Ç¥ Mitali Darbari Prakash brought a consultant?ÇÖs lens to the table, especially valuable in her work with both legacy brands and startups. ?Ç£Legacy brands often suffer from fragmented data, gathered through outdated methods. It?ÇÖs no longer about hoarding data?Çöit?ÇÖs about sense-making,?Ç¥ she said. At The Mavericks, she leads teams where researchers and data scientists work in tandem to build insight-rich strategies. ?Ç£AI is powerful?Çöbut it only works when there?ÇÖs actual intent guiding it. Otherwise, you?ÇÖre just dressing up numbers with jargon.?Ç¥ ??As the session wrapped up, Mamtaa Dhingra circled back to the core theme: data is just the beginning?Çöinsight is the destination. Whether you?ÇÖre optimizing a logistics network, designing a content calendar, or trying to decode consumer mindsets, the leaders on this panel showed that communication becomes powerful only when numbers are grounded in purpose and human understanding.