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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 MMM connects brand track data to sales
Marketing

How MMM connects brand track data to sales

Written by :
Manoj Tadepalli

Marketing Managers have to look at how image parameters are being built up over time to protect the brand’s market share as well as grow sales in the longer run.

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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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The multiplying issues with digital attribution as we know it
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.

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