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Pricing Analytics

The ABC’s of MMM Marketing Mix Models

Written by :
Krishna Kumar CS

Marketing mix modelling(MMM) is an analytical approach to optimize marketing efforts. It quantifies the impact of various marketing inputs,such as product features, pricing strategies, distribution channels,promotional activities, competition activity, and environmental factors, to maximize return on marketing investment ( ROMI ).

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How Marketing Mix Modelling(MMM) help improve sales of a major FMCG brand
Marketing

How Marketing Mix Modelling(MMM) help improve sales of a major FMCG brand by 8%

Written by :
Krishna Kumar CS

Learn how Marketing Mix Models (MMM) helped an FMCG brand increase sales by 8%. Find out how MMM optimized advertising strategies and media channels for better results.

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How MMM can optimize spends between online and offline media?
Media

How MMM can optimize spends between online and offline media?

Written by :
Krishna Kumar CS

A standard question that faces marketers in today’s media scenario is how much to spend on online vs offline media. Advanced Marketing Modelling techniques can be used to throw light on this very important issue and help optimize spending for a brand

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Is there a right and royal RoAS?
Marketing

Is there a right and royal RoAS?

Written by :
Krishna Kumar CS

RoAS - the single most powerful metric known to advertisers. It can enrich or ruin your ad campaign. It can make or break your brand. It is an essential ingredient to optimise your Ad spend. According to some, it is the holy grail of marketing.

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Taking Sales Beyond Salesmanship
Digital

Taking Sales Beyond Salesmanship

Written by :
Manoj Tadepalli

From a B2B perspective, analytics avoids the traditional 'spray and pray' approach of engaging different potential customers with a variety of products.

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Why just eyeballs are not good enough for media planning
Creative

Why just eyeballs are not good enough for media planning?

Written by :
Manoj Tadepalli

Many brands still depend only on media planning based on survey data ( BARC, Adex etc) and while this served the purpose about 20 years ago, in today’s scenario it is simply not good enough. Let me point out some deficiencies in the existing media planning process. For one even if the eyeballs estimated are correct, this does not mean that the “right” eyeballs are being targeted.

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Why have brands become weaker in the digital era?
Digital

Why have brands become weaker in the digital era?

Written by :
Manoj Tadepalli

In conclusion, today’s brands especially the digital new age brands need to start building connects with the customer, beyond the transactional and also start looking at more robust brand building processes, irrespective of the media used.

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