Decentralisation in marketing: Improving the economic value of digital marketing systems

Vrushali Lad

At ZeeMELT 2022, Aqilliz examined a perennial problem for the advertising and digital marketing industries – where adspend is being wasted and how to prevent it.

It’s a slightly provocative topic but it’s worth delving into, particularly because it has the potential to save trillions of dollars in adspend wastage. Gowthaman Ragothaman, Founding CEO of Aqilliz, addressed the seemingly unsolvable problem that the advertising and digital marketing industries continue to grapple with – not knowing how or where revenues continue to bleed out and how to stem the flow.

He was speaking at a talk on ‘Decentralisation in Marketing’ on the first day at ZeeMELT 2022, a conference that brings the best disruptive marketing practices from the advertising, media, publishing and digital industries.

Ragothaman spoke at...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands