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...