This is one of the most consequential marketing decisions Indian business owners make. Both options work in the right context and neither works in the wrong one.
Read more →Last-click attribution is lying to you. Here is how to see the real picture of what is driving conversions in your Indian market campaigns.
Read more →ROAS is one of the most cited metrics in digital advertising but one of the most misunderstood. Here is how to set targets that actually make sense for your Indian business.
Read more →In-app advertising reaches Indian users while they are engaged with mobile apps. Here is how the channel works, what formats perform, and when it fits into your media plan.
Read more →Lookalike audiences let you find new customers who resemble your best existing ones. Used well, they are one of the most efficient scaling tools in Indian digital advertising.
Read more →Programmatic advertising automates the buying of digital ad space using data and algorithms. For Indian marketers moving beyond search and social ads, here is where to start.
Read more →Your customer saw a Facebook ad, searched Google, clicked an email, and then converted. Which channel gets credit? Attribution models answer that question and change how you allocate budget.
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