In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's TRKKN Australia analytics specialist Priyanka Basava Raj.
Time in current role/time at the company:
I've been an Analytics Specialist at TRKKN for the past two years. TRKKN is a leading google partner agency, which is essentially a one-stop shop for digital analytics, ad tech, and Google cloud solutions.
How long have you been in the industry?
I have been in the industry for about three and a half years now!
How did you get here? Was this always the plan?
If I went by the eight-year-old me plan, I'd be a fictional storyteller. I'm doing the next best, storytelling through data. I moved to Sydney to do my Masters in Business Analytics and International Business. I started off as a Business Analyst during my Masters, and then worked as a Marketing analyst for a startup which sparked my interest in media. I decided to bring both of those roles into my current role in the world of analytics and have never looked back.
Who is your right- hand person/who guides you day to day?
I've got a whole squad of mentors. They're all amazing – they create a supportive environment where I can learn, grow, and be myself. My main go-to people at TRKKN are Michael Attard (analytics manager), Mathew Hammond (analytics director), Philip Forest (head of analytics), and Gavin (managing director).
What’s the best thing about the industry you work in?
Definitely the constant change and how fast-paced it is! There's always something new to learn and exciting challenges to tackle.
And the biggest challenge?
The ever-changing landscape definitely keeps me on my toes, but it's also what keeps things exciting. With third-party cookies on the way out and data privacy regulations like GDPR and CCPA shaking things up, it'll be interesting to see how brands adapt and shift towards first-party and zero-party data. It has been an interesting learning curve.
Whose job have you set your sights on in the future?
I am a people person and using data & analytics to tell stories and with TRKKN offering a wide range of services, there are many exciting possibilities! While I don't have a specific role in mind yet, but leading the analytics network within the company would be a dream come true.
Where do you turn for inspiration?
Books and podcasts are my go-to! I am a big reader and love hearing stories. I derive inspiration from people. Some of my favourites include "The Innovator's Dilemma" by Clayton Christensen, "Big Magic" by Elizabeth Gilbert, and "Dare to Lead" by Brene Brown.
Tell us one thing people at work don’t know about you?
Haha, with how much we hang out, they probably do know everything! But one thing they might not know is that I'm actually a trained classical dancer in Bharatanatyam and Kathak! Both are Indian classical dance forms that require great flexibility, balance, and strength. Bharatanatyam involves intricate hand gestures, footwork, and poses, while Kathak is all about stamina, rhythm, and speed.
In five years’ time, I'll be:
Well, if my five-year-old self had a say, I'd be "happy and at peace". Now, along with that, I see myself continuously learning and always striving to give more than I receive. On the professional front, I'd love to be leading a team within the data and analytics space.
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