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Why Attribution is passé, even for online marketers

Written by :

Manoj Tadepalli

For some years now, Attribution analysis has been king, and digital is being measured using Attribution models, which evolved over a period of time from simple attribution to the website of the transaction, to giving some credit to the others in the funnel (judgemental); and finally, to some statistical methods used to weight the impact of each website along the purchase path. Despite all of these advances, Attribution always suffered from a fatal flaw of not taking mass media, in store activity and promotion or indeed brand equity into account. This meant that all credit was given to advertising online, and the credit duly inflated. Not the ideal situation for your brand.

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.

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.

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.

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.

Sales

The multiplying issues with digital attribution as we know it

Written by :

Manoj Tadepalli

The ROI attribution that was done for digital advertising was never anywhere near perfect. The main issue was that it attributed “credit” based on various algorithms, each of which had its own share of problems. More importantly it had the issue of last mile attribution. Since people may have checked out a brand and then bought it online, all credit was given to digital advertising.

Marketing

Are marketers underutilizing the power of advertising?

Written by :

Manoj Tadepalli

There seem to be many large brands that are spending too little on advertising, eventually leading to a weakening of the brand and its ability sell and command a premium. Take for instance Tanishq, a leader in the fine jewellery space with over 20 k cr in turnover, it is all but invisible on mass media. Sure, it is a fast growing brand, but is it actually taking full advantage of its strengths and the headroom in the industry? Probably not.

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