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Tag: Amitek Sinha

  • Our AI growth engine gives brands the ability to scale their marketing with full confidence: Amitek Sinha

    Our AI growth engine gives brands the ability to scale their marketing with full confidence: Amitek Sinha

    Mumbai: We live in a digital era where everything is driven by data and analytics. With increasing competition, becoming visible to the intended customers has become very crucial for brands vying for the audience’s attention. In such a scenario, several digital marketing agencies are emerging on the scene. But the ones doing a commendable job at helping brands scale up their size and presence are far and few.

    Incepted in the year 2013, Etml is headquartered in Saket, New Delhi. Its founder & CEO, Raghav Kansal, was in his third year of college when he started his first venture, Edulution Technologies, with a couple of friends intended to be an online portal solely catering to engineering students and aspirants. It was started in 2010 and was operated till mid-2013. The ride wasn’t very smooth for the team and the business was not picking steam despite the website getting a decent traction. Raghav still wasn’t disheartened and decided to give entrepreneurship another go. The good thing that came out of his maiden venture was that in the process of promoting his business online, Raghav took up an active interest in the digital marketing space.

    Indiantelevision.com’s Rohin Ramesh caught up with Etml co-founder & COO Amitek Sinha where he discussed how data when coupled with a hyper growth attitude can radically transform the way companies acquire and grow with high value customers.

    Edited excerpts

    On some key factors that contributed to your success since the company’s inception in 2013

    Our success at ETML, since we started in 2013, comes down to one simple truth: it’s in our DNA. The core of everything we do revolves around People, Process, and Data. Data, especially, is what drives us—it’s the backbone of our approach and the reason we’ve been able to build data models and testing frameworks that deliver exceptional advertising ROI for our clients.

    The journey always starts with a solid data strategy and monitoring framework because, as we like to say, “what you can’t measure, you can’t improve.” It’s about digging deep into insights, studying customer behavior, and setting the right KPIs. Once we’ve laid that foundation, we focus on strategizing the best mix of audiences, channels, funnels, experiments, creatives, and messaging. And then comes the part where we bring it all to life with seamless execution—because without great execution, even the best plans fall flat.

    But it’s not just about data. It’s also the people behind the scenes—our team includes brilliant minds from IITs and top-tier engineering schools. Their expertise enables us to identify gaps, design smart experiments, and prescribe solutions that help businesses grow. Our process is rooted in a deep understanding of what works, and our track record shows it—whether it’s boosting revenue, improving ROI, or scaling brands across verticals.

    The businesses we work with have seen impressive results, from double- to triple-digit growth, and that’s what drives us to keep innovating. It’s a combination of building the right strategy, understanding the needs of the business, and executing flawlessly that has helped us become one of the fastest-growing digital agencies today.

    On technologies helping your clients achieve sustainable growth

    At ETML, we’ve built our success on innovation, and Adbytzz 2.0 is a perfect example of that. It’s our proprietary tool that brings together more than a decade of digital marketing experience, powered by both AI and human intelligence. Adbytzz 2.0 connects a brand’s data across all key marketing channels—campaigns, creatives, CRM systems, and more—into one central system. This allows us to deeply analyze and optimize every step of the customer journey, from the first click to the final purchase.

    What really sets Adbytzz 2.0 apart is its ability to continually fine-tune everything—audiences, platforms, creatives, you name it. This constant optimization has helped our clients achieve real results, like a 20% boost in revenue for a financial conglomerate and a 1.6x increase in leads for India’s top real estate group.

    Our AI growth engine gives brands the ability to predict and scale their marketing with full confidence. It’s not just about generating more traffic; it’s about growing smarter, optimizing budgets, and ensuring long-term success. In short, Adbytzz 2.0 allows us to take all the moving parts of digital marketing, streamline them, and deliver sustainable growth that our clients can rely on.

    On partnerships helping you stay ahead in the competitive digital landscape

    Being a Google Partner and Facebook Marketing Partner really helps us stay ahead of the game in the competitive digital landscape. These partnerships give us early access to new features, tools, and beta programs, which means we get to try out the latest innovations before they’re available to everyone else. This lets us offer our clients fresh strategies and cutting-edge solutions that keep them ahead of the curve.

    What’s also great is the direct support we receive from both Google and Facebook. When we’re tackling complex strategies or need quick solutions, having dedicated experts on hand is a huge advantage. It ensures that we’re always optimizing our campaigns to the fullest.

    Plus, these partnerships mean our team is constantly getting top-notch training, so we’re always up to date with the latest platform changes and best practices. All of this helps us deliver more effective, data-driven strategies that keep our clients ahead of their competition and drive real results.

    On the future of Etml

    We are targeting a very specific spot in the realm of digital marketing and we intend to grow in this niche. All our actions are planned and executed to progress one step at a time  towards our goal.

    Looking ahead, the next big step for Etml is international domination. We’ve already established a strong presence with offices in Dubai and Singapore, and we’re working with clients across the USA, Middle East, and beyond. But now, we’re aiming to really make our mark on a global scale. Our goal is to deepen our footprint in these regions, taking the success we’ve built and amplifying it across new markets. It’s not just about expanding geographically; it’s about bringing our unique blend of data-driven strategy, innovation, and flawless execution to a much bigger audience.

    As for the future of digital marketing, AI is definitely going to play a massive role, and we’re already preparing for that shift. But it’s not just about relying on AI. The key will be how we, as marketers, manipulate AI to work in our favor. We believe that while AI can do incredible things, it’s going to take sharp minds—our people—to harness it effectively. This is where we’re focusing our efforts, blending the power of AI with human intelligence to ensure it’s beneficial for our clients.

    At the same time, we know that data privacy and personalisation are two sides of the same coin. Consumers want more personalized experiences, but they also demand stronger privacy controls. Navigating this balance is going to be critical, and we’re already laying the groundwork by building systems and strategies that respect both. So, as we look to the future, we’re preparing to not just adapt but to lead the charge in this evolving landscape, ensuring that we stay at the forefront of innovation while continuing to deliver exceptional results for our clients.

  • The potential of AI in personalising festive shopping experiences

    The potential of AI in personalising festive shopping experiences

    Change is the only constant in life and nowhere is the more evident example than the marketing industry undergoing a significant transformation. The introduction of artificial intelligence (AI) and generative AI like ChatGPT, has provided marketing teams with several options to reach out to their customers. With festival season approaching the Indian subcontinent, brands are all set to make the most of AI technologies and maximise their sales; they allow customers to immerse themselves in personalised shopping experiences by anticipating what they want to buy before making their own decisions. Moreover, AI along with machine learning and deep learning goes beyond conventional personalisation and produces relevant and customised ads for specific customers.

    Considering the diverse implementations of AI in marketing, Statista conducted a marketers’ survey in India in 2023. Approximately 42 per cent of respondents revealed that their organisation is now in the trial phase of implementing AI into their marketing strategies. In contrast, over 9% of them stated that their companies have fully integrated these modern technologies into their marketing strategies. This increase in numbers reflects the numerous benefits of AI, including data-driven customisation, precision targeting, return on ad spend (ROAS), and so on.

    Data-driven personalisation

    The increasing popularity of artificial intelligence over the last two-three years has brought about a revolutionary shift in conventional marketing processes. The concept of personalisation has gone old with hyper-personalisation gaining momentum. By employing real-time data to deliver contextually relevant information, hyper-personalisation delivers more real-time and individualised experiences.

    Personalisation is the activity of gathering customer data, analysing their preferences and behaviour and providing personalised experiences. On the other hand, Hyper-personalisation provides tailored information based on the customer’s present context, geographic location and even time. As a result, consumers are enjoying their shopping experiences both in-store and online. Based on the InMobi research, 83 per cent of Indian customers raised their shopping budget in 2023, indicating their satisfaction with improved marketing strategies.

    Gen AI conversational chatbots

    While traditional chatbots provide one-way communication leading to a monotonous shopping experience, generative AI chatbots assist brands in performing two-way communication with customers. For instance, a customer wants to purchase a t-shirt online. A standard chatbot might not understand the customer’s requirement for t-shirts with a “V-neck” or “round neck.” However, a Gen-AI bot can recognise it and will precisely present the buyer with relatable t-shirts. This means that the customers can ask direct queries and receive appropriate options, making conversational commerce a go-to option for customers.

    Precision targeting

    Companies may now get unparalleled insight into the complexities of consumer behaviour and preferences by leveraging the power of artificial intelligence. This comprehensive data enables the construction of highly targeted marketing strategies that appeal to certain audience segments. For instance, Google provides tools and insights to help marketers identify customers, measure success and modify their approaches in real-time. Companies may use Google Ads to acquire new consumers during peak hours by setting a new customer acquisition objective for performance max and search campaigns.

    Enhanced return on ad spend (ROAS)

    A smart marketing ROAS employs powerful machine learning algorithms to evaluate a company’s marketing actions and outcomes. By comparing current and previous efforts, AI delivers a full picture of their performance. In addition, with the implementation of AI, creative marketing techniques are identified based on enormous volumes of data, like marketing reports, industry trends and customer behaviour patterns. This becomes extremely useful for the brands during the peak festival season.

    Conclusion

    AI in marketing is not just the latest buzzword but rather a disruptive force. By adopting AI in marketing, companies can gain benefits with more personalised, efficient and successful campaigns. This, in turn, helps in substantially improving consumer experiences and achieving better outcomes. The impending festive season in India will provide several possibilities for marketers to boost brand value and sales. Companies may use generative AI and hyper-personalisation to transform client interactions and achieve success in a variety of industries, including e-commerce, grocery, and fashion. However, it is critical to note that, while AI may assist businesses with data-driven insights, it cannot replace the amount of human creativity and intuition required for effective marketing efforts.

    The article has been authored by ETML co-founder & COO Amitek Sinha.

  • How ETML crafts winning e-commerce strategies for Amazon and beyond

    How ETML crafts winning e-commerce strategies for Amazon and beyond

    Mumbai: We are all aware that the online shopping world moves fast. Amazon, the e-commerce giant, has revolutionized the way people shop, becoming an integral part of the global retail landscape. With millions of active users and a vast product catalogue, Amazon offers unparalleled reach and visibility for brands. As consumers increasingly turn to Amazon for their purchasing needs, the platform’s advertising capabilities have also evolved, providing businesses with powerful tools to connect with potential customers. Amazon Advertising now stands out as a must-have in any marketing strategy, offering advanced targeting options, innovative ad formats, and robust analytics that drive engagement, conversions, and sales.

    A recent study by Amazon Ads revealed positive results for small and medium-sized businesses (SMBs) in India leveraging advertising.  Here’s a quick rundown:

    1   Customer Acquisition: Nearly 9 out of 10 (85 per cent) SMBs reported success in acquiring new customers through their advertising strategy.

    2   Domestic Growth: Over three-quarters (78 per cent) of businesses found advertising aided their expansion within India.

    3   International Reach: A significant portion (69 per cent) reported advertising helped them grow their business internationally in the past year.

    That’s why we’re here to help your brand stand out from the crowd and win big. We leverage all the latest Amazon Ads features to get your brand noticed and boost your sales. Here’s how we do it:

    Comprehensive Keyword Research: We understand the importance of both paid and organic search rankings. By conducting thorough keyword research, we ensure your products appear at the top of search results, capturing more potential customers’ attention. Using Conversion Probability (CPR) analysis, we optimize keywords to rank highly in organic search as well.

    Brand Gating: Protecting your brand is crucial. We implement brand gating strategies to safeguard your products from unauthorized sellers, ensuring that your customers receive genuine products and that your brand reputation remains intact.

    Competitor Keyword Targeting: We strategically target competitors’ keywords and products, positioning your brand to capture their audience and increase your market share. This approach ensures that your ads reach a broader and highly relevant audience.

    Full Funnel Strategy: We utilize a full-funnel strategy with Sponsored Products (SP), Sponsored Brands (SB), and Sponsored Display (SD) campaign types and inventories. This comprehensive approach ensures your brand remains visible to potential customers at every stage of their buying journey.

    Optimization of Product Listings and Reviews: High-quality product listings and positive reviews are essential for converting clicks into sales. We optimize your product listings with compelling descriptions, high-quality images, and SEO-friendly content. Additionally, we encourage satisfied customers to leave positive reviews, boosting your product’s credibility and attractiveness.

    Laser-Focused Targeting: Imagine showing your ad only to people who would love your product. We make that happen! We use Amazon’s powerful targeting options to dig deep into your customer data. We’re talking about pinpointing the exact demographics, behaviours, and interests that perfectly match your ideal customer. For example, young professionals who are fitness fanatics if you sell activity trackers. This means you get more people who care about what you offer, leading to a skyrocket in your brand’s visibility and sales.

    Ads that Captivate: Forget boring text ads! We use all the cool new features Amazon has to offer, like captivating video ads and interactive experiences, to tell your brand story in a way that grabs attention. Like short, eye-catching videos showcasing your product’s benefits, or interactive quizzes that help customers find their perfect fit. These engaging experiences make people stop scrolling, learn more about your brand, and ultimately be much more likely to hit that “buy” button.

    Data-Driven Decisions: We don’t just throw ads out there and hope for the best. We use advanced analytics tools to track exactly how your ads are performing. We see how many people see your ad, click on it, and then make a purchase. This lets us fine-tune your campaigns in real time, focusing on what works best. Think of it as finding magic words that make your sales soar – that’s the kind of power we bring to the table!

    A Unified Marketing Force:

    We don’t work in silos. We connect your Amazon ads to all your other marketing efforts, creating a powerful, unified force. So, if you’re running a performance campaign on Meta/Google or social media blitz, your Amazon ads can work alongside them to give your brand a strong, consistent voice across all platforms. This cohesive approach makes a much bigger impression on customers and keeps them coming back for more.

    Amazon Prime Day Playbook: Amazon Prime Day is a golden opportunity for sellers to skyrocket sales, but facing fierce competition requires a well-oiled strategy. Here’s how to dominate Prime Day:

    1   Pre-Prime Day Prep: Build brand awareness with targeted ads, optimize campaigns for high-volume keywords, and ensure sufficient inventory.

    2   Prime Day:  Secure top placement with increased bids, target competitor products, use real-time data to optimize campaigns, and retarget interested customers.

    3   Bonus Tips:  Emphasize product visibility early and allocate more budget to Day 1 for better returns.

    Amazon Ads Gives You an Edge: Amazon Ads is offering a temporary boost for Sponsored Products campaigns during Prime Day by dynamic bid adjustments. This allows sellers to significantly increase their bids, grabbing more attention and boosting sales during the shopping frenzy.

    Sustaining the Impact After Prime Day: By continuing the higher bids for a week or so after Prime Day, sellers can maximize the impact and leverage the low CPMs to sustain increased visibility and sales momentum.

    Remember:  Preparation is key! By leveraging these strategies and Amazon Ads tools, sellers can position themselves for a successful Prime Day and maximize their sales potential.

    This article has been authored by ETML co-founder & CCO Rajeev Garg

  • How interactive and immersive technologies are reshaping performance marketing industry

    How interactive and immersive technologies are reshaping performance marketing industry

    Mumbai: Interactive and immersive technologies are quickly changing the landscape of performance marketing in the Indian industry, proposing innovative ways to interact with consumers and drive impactful campaigns. Interactive technologies resembling quizzes, polls, and AR filters are driving things up, while immersive technologies like VR and AR are recommending users new scopes.

    Now, in the era of Performance Marketing, Brands can track their marketing strengths with precision, seek out specific demographics with ease, and measure ROI like never before. As consumers devoted more time online, digital performance marketing turned out to be the golden thumb rule for reaching them where they were most active (on their screens).

    Incorporating Immersive Technologies into Your Marketing Approach

    Virtual Showrooms and Product Demonstrations

    One aspect that can always be injected with more creativity is product demonstrations. Creating virtual showrooms where customers can explore products or services in a 3D environment proves especially beneficial for industries where the purchase process can be solidified for heightened customer satisfaction. For instance, Lenskart’s Try on Glasses on the App.

    Infusing Game Elements into Marketing

    Developing interactive games and experiences featuring your products or brand allows customers to engage with your outreach in diverse ways. Gamification encourages customer interaction and competition, driving user participation, fostering positive brand perception, and cultivating long-term loyalty.

    Interactive Storytelling

    Engaging your audience in a narrative and enabling them to interact with various characters and environments can be a potent tool for brand storytelling. While most interactive experiences are typically designed for a universal purpose and story, customizing characters and environments based on your audience and their demographics further captivates them, establishing a lasting impression and positive brand reception.

    Impact of Interactive Technologies on Consumer Engagement

    Personalization and Customization in Marketing

    Interactive technologies resemble the stakeholders of marketing, considering every consumer’s wish for personalized experiences. In today’s digital setting, personalization and customization have become fundamental elements for engaging consumers. From tailored product recommendations to interactive advertisements that respond to user activities, corporations must line up these strategies to stay competitive. Clients are of the opinion that they are seen, heard, and understood, making them more likely to engage with brands that speak their language.

    Enhancing User Experience through Interactivity

    Who wants an uninteresting, one-way chat when brands can have an active, two-way interaction instead? Interactive technologies are narrowing marketing strategy into a mere conversation, welcoming consumers to take part, share their opinions, and co-create experiences with brands. Whether it’s a gamified ad or an interactive shopping experience, customer commitment levels rise steeply when interactivity is in play.

    Aids in Data Analytics and Understanding

    Immersive technologies gather valuable information about customer behavior and preferences, facilitating more precise and efficient long-term marketing strategies for brand building. Ethically applied, these insights become a potent tool for targeting content towards potential customers, refining content types, target markets, and messaging.

    Leveraging Immersive Technologies for Enhanced Marketing Campaigns

    Virtual Reality (VR) and Augmented Reality (AR) in Marketing

    Step into the time ahead with VR and AR in marketing, where borderlines blur between the real and the digital. Brands in India are using VR to ship consumers to virtual worlds where they can check out before they purchase, while AR is bringing products to life in the palm of their hands. Immersive technologies add a touch of magic to marketing campaigns, leaving behind consumers spellbound and eager for more.

    Conclusion

    Integrating immersive technologies into your marketing plan is a forward-looking decision. From the growing demand for distinct experiences to advantages like increased engagement and advanced product visualization, the potential is evident. In the constantly evolving marketing landscape, these combined strategies offer a way to connect more profoundly with your audience, creating a lasting impression and securing a notable position as a leader in innovation in the digital age. The future of marketing is immersive, and to stay at the forefront, we must fully embrace it.

    This article has been written by  ETML co-founder and COO Amitek Sinha

  • How has the year 2023 and forecast for 2024 for performance marketing: Amitek Sinha

    How has the year 2023 and forecast for 2024 for performance marketing: Amitek Sinha

    Mumbai: As we delve into the landscape of performance marketing, it is essential to evaluate the evolving trends and anticipate the trajectory that will shape the industry in 2024. The dynamic nature of digital marketing, along with technological advancements and shifting consumer behaviours, has paved the way for new strategies and challenges.

    As we stand on the cusp of 2023, the domains of e-commerce, influencer collaborations, and artificial intelligence continue to redefine the structure of performance marketing. Here are a few trends that peaked in 2023:

    1.    Shifts in privacy regulations and the rising importance of first-party data: The evolving landscape of digital marketing has been significantly influenced by rising privacy concerns. The emergence of stringent data protection regulations, along with increased consumer awareness regarding the significance of their personal information, has elevated the importance of first-party data as an important asset for marketers. This strategic shift towards prioritizing first-party data underscores the imperative for businesses to cultivate direct relationships with their customers. It necessitates a concentrated effort to obtain data through direct opt-ins and consent mechanisms, all while maintaining a strict commitment to data security.

    2.     AI as the key player: The marketing landscape has undergone a transformative shift with the integration of AI technology, enabling businesses to automate customer interactions and deliver personalized experiences on a significant scale. For instance, Google’s Performance Max has introduced advanced features such as Campaign level brand exclusions, providing advertisers with enhanced control over their brand representation. Simultaneously, Meta’s Advantage+ Ads, through creative updates, has elevated user engagement by customizing product recommendations and enhancing the visual appeal of advertisements. The expanded application of ChatGPT extends beyond content generation to include recommendations for precise targeting, presenting marketers with more sophisticated tools for audience segmentation.

    3.    End-to-End Personalisation/Vernacular Experience: Since a lot of people in India speak different languages, it’s crucial to make a personalized strategy for each person’s journey. This doesn’t just mean translating things or using local languages; it means making the whole experience for a consumer comfortable. This includes using their language in messages, making personalized web and app pages, adjusting how chatbots talk, helping them over the phone, and sending personalized notifications.

    4.    The power of UGC content: The explosive growth of user-generated content (UGC) and short videos, like Reels and Shorts, has been phenomenal. These bite-sized, engaging videos have captured the attention of millions, and their popularity keeps growing. With AI taking a front seat, brands must leverage the power of content creation to influence the targeting of most of the automated campaigns.

    As we approach 2024, performance marketing is getting ready for some big changes. We expect to see more use of smart technology, a continued focus on personalized and data-driven strategies, and a commitment to keeping people’s privacy in mind. Following are some of the major trends that would pick in 2024:

    1.    Performance and Branding won’t be independent concepts: Gone are the days when performance and branding campaigns worked separately. Nowadays, to make sure a brand does well in the long run and doesn’t spend too much on getting new customers, it’s crucial to run both types of campaigns at the same time with smart plans. At ETML, we call this combined approach “performance branding.” With this way of doing things, we carefully plan and divide the budget for both performance and branding strategies, making sure we have a complete and balanced approach. This teamwork helps us get the best results, making the brand grow and be more profitable.

    2.    Acknowledging the untapped potential of Tier 2 and Tier 3 cities: Tier 2 and Tier 3 cities in India are experiencing a digital transformation. Brands would understand the big opportunities here, as the middle class is growing quickly with considerable purchasing power. More people in these places are using the internet and smartphones, and advertising costs are usually lower than in Tier 1 cities. Tailoring content to resonate with the preferences of this audience is of strategic importance.

    3.    Chatbots, WhatsApp and the Power of Broadcasting: With WhatsApp’s popularity, brands are offered a direct, personal way to engage with customers, enabling one-on-one communication and building trust.  Globally, the WhatsApp business has crossed the mark of 200 million monthly active users — up from 50 million in 2020. In India, with 50 Cr+ Indians being on WhatsApp, the platform has a huge potential for businesses to be involved seamlessly during each stage of a customer’s journey: Pre-purchase, Purchase and Post-purchase.  The app is predicted to hit revenue of $1 billion in India in 2023. Brands can download our guide on CTWA (Click to WhatsApp Ads) for more detailed information.

    Chatbots, powered by AI, on the other hand, enhance customer service, providing quick responses and assistance around the clock. Meanwhile, broadcasting capabilities allow brands to reach a wide audience instantly, sharing updates, offers, or content efficiently. These tools not only streamline interactions but also help brands tailor their messaging and offerings to individual preferences, resulting in a more personalized and effective marketing approach in today’s fast-paced digital world.

    4.    Rise of Voice Search Optimization: Voice search is no longer unique; it has become an integral component of how people leverage technology. Today, businesses are optimizing their content for voice search as the use of virtual assistants grows. This entails employing conversational language, long-tail keywords, and producing material that responds to certain voice-based inquiries. To stay relevant in the voice-activated era, organizations are rethinking how they approach SEO and content development.

    5.    Constant modification: The key to future growth

    Digital marketing has transformed into a flexible field that consistently adjusts to trends. To stay competitive in this constantly changing digital marketing environment, businesses need to not only adopt the mentioned trends but also predict future developments. The only consistent factor in this environment is change!

  • Guest article: Measuring advertising ROI for festivals metrics and analytics

    Guest article: Measuring advertising ROI for festivals metrics and analytics

    Mumbai: India eagerly welcomes festivals with open arms, celebrating the joy and unity they bring. People from diverse backgrounds come together to partake in these festivities, creating a perfect platform for brands to connect with their target

    audience, establish a compelling brand image, and achieve financial success.

    Measuring advertising return on investment (ROI) can be challenging, especially

    during festivals when there is an influx of data. However, this data can be valuable

    in making informed decisions, optimising marketing campaigns, allocating

    resources, and ultimately increasing profitability. To achieve these goals, brands

    must utilise comprehensive metrics and analytics.

    1.   LTV/CAC Ratio

    Checking the Customer Lifetime Value (LTV) versus Customer Acquisition Cost (CAC) is essential for measuring advertising ROI. The LTV/CAC ratio is a key metric to evaluate the effectiveness of advertising during festivals. A ratio greater than 1 suggests that the festival marketing efforts are generating more long-term revenue than the cost of acquiring customers, indicating a positive ROI.  A higher ratio indicates a more profitable advertising campaign, while a lower ratio may suggest the need for optimization. One can also determine which marketing channels and campaigns are working best and allocate resources and fine-tune strategies accordingly.

    2.   New VS Repeat Customers’ Behaviour

    Leveraging the festive period for new customer acquisition can be highly effective, as festivals are a time of heightened consumer activity. By starting and planning campaigns well ahead with compelling content and engaging creatives is a good strategy. Indian festivals often have specific audiences, and tailoring campaigns to these segments can yield better results. Publishing festival-themed blog posts, articles, and videos that provide value to your target audience, for eg., festival guides, DIY ideas, and cultural insights can be fruitful to acquire new customers and also engage existing consumers.

    Analysing New vs Return purchase trends is also extremely crucial as it helps to make informed decisions regarding customer acquisition, retention, and advertising strategies. It ensures that advertising ROI measurement takes into account the diverse behaviours and preferences of these two customer segments, ultimately contributing to better ROI.

    3.   Gross RoAS VS Net RoAS

    Gross RoAS is the total revenue generated from advertising campaigns whereas Net RoAS takes into account deductions and expenses like returns, cancellations, etc., associated with the campaigns. Gross RoAS helps assess the immediate impact during festivals but Net RoAS provides a more accurate picture of the true profitability of the festive campaigns. While festivals can drive increased sales and revenue, they can also be associated with higher rates of cancellations and returns. Tracking this helps identify patterns and trends. One can determine if certain product categories, promotions, or marketing channels are more prone to cancellations or returns. It also provides insights into customer satisfaction, product performance, and the effectiveness of advertising campaigns.

    4.   Attribution modeling

    Attribution modelling plays a crucial role in measuring advertising ROI as it helps advertisers understand how different touchpoints and marketing channels contribute to conversions and revenue. In the context of festivals in India, where diverse marketing strategies and regional nuances are at play, attribution modelling becomes especially valuable. It helps you track the customer journey across various touchpoints, such as social media, email marketing, search ads, and offline promotions. This understanding is essential for optimizing your marketing mix. By this data, you can segment your audience based on their behaviour and preferences. This segmentation can inform personalized marketing strategies for different customer groups. Attribution modelling can also reveal seasonal trends in customer behaviour and help you plan marketing campaigns accordingly. For example, it can show if early promotional campaigns or last-minute offers are more effective.

    5.   Conversion rate analysis

    During the festive season, consumer spending reaches its peak, causing intense

    competition among brands. To ensure maximum return on investment (ROI), it

    becomes crucial to assess how effectively advertising campaigns convert interested

    prospects into paying customers. In this regard, analyzing conversion rates involves

    tracking individuals who engage with festival-related advertisements before

    embarking on their buyer’s journey. This analysis provides a comprehensive

    evaluation of an advertising campaign’s efficiency and effectiveness.

    All things considered

    In India, festivals are not just events but also cultural milestones that brands can

    embrace to connect with their customers. In these vibrant times, it has become a

    crucial endeavour for them to measure ROI on their advertising campaigns. To do this effectively, brands can leverage data-driven metrics and analytics strategies for valuable insights into consumer behaviour, campaign performance, and ROI. This information also allows brands to optimize their marketing strategies, efficiently allocate resources, and take advantage of increased consumer engagement and spending that typically occur during festive periods. Ultimately, by utilizing the power of metrics and analytics, brands can drive themselves towards success and profitability.

    This article is authored by ETML co-founder and COO  Amitek Sinha, a leading growth advertising & analytics company.