Pushing the boundaries of MMM: Modeling multiple business KPI and interdependencies in media inputs

This paper compares the approaches of two Indian banks, Axis Bank and Kotak Bank, to their media budgets during difficult economic times, seeking to understand the ROI of different approaches.

Pushing the boundaries of MMM: Modeling multiple business KPI and interdependencies in media inputs

Sweta Agrawal and Aarti Bharadwaj Starcom MediaVest Group, India

Introduction – the business challenges

Conventional thinking in the banking sector considers the role of advertising to be restricted to generating brand recall and salience. With budgets not keeping pace with growth ambitions for banks in a tough economic environment, banking clients began questioning the role of media. Brand building was thought to be an extravagance which is dispensable in tough times. The manifestation of this paradigm was different for two of our leading...

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