How brands can overcome digital measurement roadblocks in India

In emerging markets such as India, digital measurement remains a nascent but essential component that marketers must seriously invest in to avoid wasting time and resources on ill-informed strategies.

Measuring the impact of marketing and quickly identifying specific ways to improve the ROI of your marketing spend was never easy, even when most of our marketing was limited to a few television networks, radio and newspapers.

With the explosion of digital channels, touchpoints and consumer platforms to account for, comprehensive and quality marketing can be difficult to achieve and measure.

The only way to navigate the digital marketing environment is to accurately determine what campaigns are gaining traction and what strategies are simply not working. Companies that are unable to accurately measure their marketing effectiveness might waste resources on poor strategies....

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