Marketing attribution: Refining a bank's media spend

This article explains how Axis Bank, an Indian retail bank, proved the impact of advertising on its business by using structural equation modelling.

Marketing attribution: Refining a bank's media spend

Aarti Bharadwaj and Sweta AgrawalStarcom MediaVest Group

The role of advertising in the banking sector is assumed to stop at raising awareness and generating leads. This Axis Bank case study shows how the challenge to establish the link between media and the business objectives for the bank was met.

Precise attribution fuels effectiveness

This article is part of a collection of pieces on marketing attribution. Read more.

Marketing in the banking sector is very different from that in the consumer packaged goods or durables sectors, largely because advertising budgets are...

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