LS Digital unveils DataQuark business unit

Digital business transformation company, LS Digital, has launched DataQuark, a strategic business unit to help businesses harness data to scale AI readiness and drive measurable outcomes. By employing a structured ‘Collect–Collate–Activate’ (CCA) methodology, it transforms fragmented data into actionable insights, allowing brands to make data-driven decisions with confidence.

Prasad Shejale, founder and CEO of LS Digital told Campaign that DataQuark is designed to empower brands by transforming raw data into strategic growth engines. “In a digital-first world, data is more than just numbers; it is the backbone of smarter decisions, deeper insights, and sustainable growth. At DataQuark, we don’t just process data; we empower brands to harness its full potential,” he said.

The business unit claims to follow a rigorous process to help brands along the AI maturity curve. Its CCA framework ensures that data is not only gathered but also structured and optimised for AI-driven applications.

The integration of solutions like DigiVerse enables brands to access a real-time, unified view of their media and operations, fostering data-driven decision-making. Additionally, privacy-safe blockchain clean rooms ensure data security and compliance while maintaining analytical accuracy.

Breaking down data silos

The foundation of DataQuark’s approach lies in its structured CCA methodology. Data is sourced from multiple platforms, including websites, apps, CRM systems, social media and e-commerce platforms. This can be used for various use cases including ERPs, CRM and CDP systems, web and app analytics, ad tech platform, martech platforms, inventory management systems, shopfloor machine data, invoicing system data, retail store POS systems, etc.

A centralised data lake eliminates silos, creating a single information source. While identity resolution, triangulation, and enrichment techniques structure the data for optimal usability, AI-powered tools then analyse it to generate actionable insights, improving personalisation and marketing effectiveness.

Prasad Shejale, founder and CEO of LS Digital.

LS Digital claimed that this methodology is already delivering results across industries like FMCG, BFSI, and automotive. Shejale highlighted, “We have seen this approach drive higher conversion rates, better customer engagement, and improved ROI—all while ensuring strict privacy compliance.”

Ensuring data privacy and compliance

With increasing regulatory scrutiny around data privacy, DataQuark places a strong emphasis on compliance. It adheres to global data protection standards such as GDPR and India’s DPDPA, and is ISO 27001 (ISMS) compliant. “We take a privacy-first approach, ensuring that our solutions not only comply with existing regulations but also proactively safeguard consumer data,” says Shejale.

The use of blockchain-enabled data clean rooms ensures secure data-sharing while maintaining privacy. This allows secure and transparent data sharing without exposing personal information. This ensures that brands can leverage data effectively while staying compliant.

Additionally, encryption techniques, regular compliance audits, and access control mechanisms fortify data security. Its middleware solutions ensure that only authorised users can access specific datasets, keeping data secure and maintaining its integrity throughout its lifecycle.

“We also invest heavily in continuous training and awareness programmes for our teams, so we are always ahead of emerging privacy challenges. At the end of the day, our goal is to provide data integration solutions that are both powerful and compliant, giving businesses confidence that their data is safe and being used the right way,” Shejale added.

AI-driven insights: A case study in customer targeting

A compelling application of DataQuark’s AI/ML expertise comes from a prominent life insurance company in India. The company struggled with customer acquisition due to scattered data across multiple touchpoints. DataQuark addressed this challenge by implementing a custom machine learning model, integrating CRM systems, call centre interactions, and digital behaviour data.

By processing 39 distinct parameters, it segmented customers into more precise cohorts based on psychographics and behavioural insights rather than just demographics. As a result, lead quality improved, product personalisation became more effective, and acquisition costs decreased.

“Campaigns targeted using these AI-driven cohorts saw higher engagement and conversion rates, demonstrating the power of DataQuark’s AI-driven approach,” adds Shejale, underlining how AI/ML expertise can power marketing by uncovering hidden data patterns. This will help them to deliver highly personalised customer experiences across platforms like Facebook, Instagram, and YouTube.

Vinay Tamboli, business head, DataQuark.

DataQuark enhances brands’ ability to deliver personalised, cross-channel advertising. By integrating website behaviour, social media interactions, and purchase history, it uncovers hidden trends that shape marketing strategies.

For example, in a project with a homeware brand, DataQuark analysed e-commerce reviews and social media feedback to assess sentiment and product perception. It found that positive sentiments around features such as ease of cleaning, material quality, and temperature sustainability matter a lot. There are also lots of areas for improvement, such as pricing, travel capability, and leak-proofing.

These insights allowed the brand to emphasise strengths in its marketing campaigns while addressing critical consumer concerns in product development.

Real-time AI optimisation for maximum ROI

Modern marketing demands real-time optimisation, and DataQuark delivers through advanced AI-driven analytics. Its Media Mix Models (MMM) utilise data from web analytics, heatmap tools, search trend analysis, and competitor benchmarks to guide media investments.

By analysing the impact of different channels, DataQuark enables brands to redistribute their marketing spend effectively. Additionally, its proprietary 'channel removal effect' algorithm helps brands assess the contribution of each marketing channel to overall performance. Beyond marketing, DataQuark’s solutions extend to customer retention, call centre optimisation, and product defect reduction, further improving ROI.

To cement its position as a leader in AI-powered data intelligence, LS Digital has invested heavily in DataQuark’s technology, talent, and infrastructure. The unit leverages multimodal AI models capable of processing diverse data types—text, images, audio, and video. Strategic partnerships with Google Cloud, Meta, Aqilliz, and DataMorph further enhance its capabilities in predictive analytics and privacy-compliant data integration.

Talent development is a key priority, with LS Digital expanding its ‘Quark Squad’—a dedicated team of AI engineers, data scientists, and industry experts. Ongoing training and global collaborations ensure that DataQuark remains at the forefront of AI innovation.

Infrastructure investments include scalable, cloud-native architectures that support real-time data activation. Platforms like DigiVerse offer businesses a single-view dashboard for media and operational insights, making data more actionable and effective.

From data chaos to data dominance

As digital marketing grows increasingly complex, DataQuark provides a structured and AI-driven approach to data intelligence. By breaking silos and enabling brands to harness their data effectively, it is set to become a key enabler of digital transformation. “We are not just helping businesses manage data; we are helping them go from data chaos to data dominance,” concludes Shejale.

With its robust AI-driven capabilities, privacy-first solutions, and strategic investments, DataQuark can help businesses unlock the power of data for sustainable growth and competitive advantage. Within marketing use cases like lead conversion propensity, lead scoring, LTV forecasting, dynamic segmentation are the most sought-after solutions, but applications of this methodology go beyond marketing.

Some of the organisation wide use cases of this data are financial risk analysis, resource utilisation predictions, claim processing, machine maintenance predictions, demand analysis, production planning etc. “Our playbooks based on this approach helps organisation to structure their efforts to get ready for any future AI advancements by focusing on critical parts,” Vinay Tamboli, DataQuark’s business head told Campaign.

Sharing his vision for the unit’s future, Tamboli added, “The launch of DataQuark is a pivotal moment for LS Digital. Our goal is to empower brands with AI-led intelligence that drives real business impact. We are continuously innovating to provide more precise, scalable, and secure data solutions.”

He emphasises that DataQuark is not just a tool but a strategic enabler for businesses looking to thrive in an AI-driven world. “We believe in the power of data storytelling—turning numbers into narratives that fuel growth and innovation,” he concludes.

DataQuark comes around a month of LS Digital’s launch of its AI marketing stack builds on a series of strategic initiatives over the past two years. In 2024, the company introduced Research as a Service (RaaS), offering brands market intelligence to drive better decision-making. That same year, it unveiled ‘Craft,’ a service designed to enhance consumer engagement on digital platforms.

LS Digital has also expanded globally, establishing a presence in the U.S., UK, Middle East, and Australia. In 2023, it acquired Social Panga, a creative and advertising agency with offices in Bengaluru, Mumbai, and Delhi, adding 350 professionals to its workforce and strengthening its creative and social media marketing capabilities.