Why it matters
In India, only 3% of digital marketers are measuring ROI over a six-month period or longer. It is one of the lowest amongst all regions, lower than the global average of 4%. But with digital claiming an increasingly larger slice of attention and budgets, it is imperative that marketers have robust practices and tools in place to accurately track, attribute and justify digital efforts over the long term.
- Thanks to mobile, consumer journeys are full of micro-moments, and everything from search to location to digital influence and payment, is consolidated and trackable.
- About 78% of Indian marketers measure ROI within the first 30 days of the campaign, which is too soon.
- Location attribution has emerged as a powerful solution to stitch together channel, audience, and platform signals to understand reactions to online advertising in the real world.