One of the Biggest Pillars of Digital Marketing’s Success Today is its Real-Time Attribution and Measurability- Raveena Mathew, Performics.Resultrix
Agency Reporter interacted with Raveena Udasi Mathew, Group Head at Performics.Resultrix, for an exclusive interview. Over the years, she has worked with clients such as Hindustan Unilever Ltd., Kellogg’s India, ICICI Group, SonyLIV, HDFC Life, DBS Bank, and many more. Not only a pro at strategy, planning & buying, she also has a hands-on approach to execute, analyze and optimize campaigns to achieve the best results – be it performance or branding.
1. Tell us about some of your successful campaigns and what challenges did you face to execute them?
It’s been quite a journey so far and each campaign has come with its own unique challenges. When I started off, it was largely the FMCG portfolio where most of our objectives revolved around driving awareness and ad recall. And at every point we’ve had to push ourselves to drive the brand’s messaging in the most unique, interactive & innovative yet effective way. Let’s face it, this space too is getting highly competitive and it’s our responsibility as planners to ensure the brands are getting the right visibility amongst their audience irrespective of the scale.
Over a period of time and without me realizing it, I’d moved largely into managing BFSI projects and one really challenging campaign for me is that of a Digital Mobile Banking app. It started off per usual where the brand wanted to drive acquisitions- purely quantitative. But it became further more interesting when revamped our strategy from quantity to quantity plus quality. We needed to make sure that the users we are acquiring are not only match the primary criteria set by the brand but also start to maintain balance for a proposed zero balance account. After all, in the long run these customer portfolios determine revenues for banks. But with the right implementation of media tech and effective attribution of client’s first party data we we’re geared to take the next challenge.
2. How do you keep the business abreast of emerging technologies and developments in the digital industry? What are your future plans (Expansion, product etc.)?
We all know that technology is the bread and butter of digital. Although it’s been a fairly short span of time for me in the space, I’ve seen and learnt how the medium has changed significantly over that period responding to changes in consumer behavior on digital mediums as well as brands pushing the boundaries in how they use the channels more effectively. Being part of an agency we’re always riding on the crest of this wave and the only way to keep steady is to constantly push your boundaries in learning – either from your peers, technology providers themselves or your own efforts and research.
Personally, since I also teach Digital at several institutes, I ensure that I’m aware of the latest developments to be able to guide them and of course always learning a lot more from my students’ perspectives.
Currently, the focus is a lot on building valuable data for brands and making best use of that data to target our audiences more effectively. To expand these capabilities further using new algorithms on platforms, DMPs for brands or predictive modeling using AI will be the focus in the near future
Read Make Your Business An Instant Hit in 2019 With These Digital Marketing Strategies
3. How is AR & AI changing the performance attributes?
AR is being used a lot by brands to engage their users innovatively and to develop a more interactive experience for them. This helps consumers learn more about the product or service, for example furniture brands using AR in their apps to show what a product would look like in a consumers’ home. Taking the consumer centric approach not only helps customers make decisions and convert faster but also builds a lot of goodwill for the brand. The technology is still not very widely used though and may take time to develop as the overall digital ecosystem in India changes.
As far as AI goes, it’s being used far more widely in a variety of ways from voice search algorithms, chat-bots, content generation and curation and much more. However, a more direct application of AI is in digital media buying where predictive analysis plays a key role in mapping past trends and data, applying that to ongoing campaigns and anticipating the changes to be made which will deliver the best results. Many large brands are actively using this to drive more conversion volumes at a lower cost since the technology is capable of taking into consideration far more data points and optimize on those as compared to a human. At the end of the day when we speak of Performance Marketing brands are seeking a more immediate ROI and as per my personal experience right now AI is driving that more efficiently than AR.
4. From the time you started your journey, what areas of the industry you have seen growing faster?
Over time I’ve seen how many more brands and categories have adopted digital marketing as a whole. Moreover, I’ve observed how this focus has shifted a lot from just building a presence online to taking full advantage of the measurability and efficiency in terms of reaching your TG to drive tactical goals such as product or service usage, sales and more.
It’s also encouraging to see the approach towards data mining, analysis and application increasing as more and more brands realize that their marketing can only be more efficient by leveraging it. This in turn has led to widespread adoption of new tools and tech which have resulted in campaign automation, analysis and optimization becoming more advance helping us complete the marketing funnels in true essence.
5. What according to you have been the top 3 trends that have dominated digital marketing in 2018?
May not be the first one saying this but definitely these are the top three trends that ranked in 2018-
– Data driven marketing
– Voice Search
– Integrated marketing communications
Read Meet Voice Search – The Unavoidable Digital Marketing Revolution
6.Talking about the analytics, how do you conduct forecasting and estimations on the profitability of those campaigns?
One of the biggest pillars of digital marketing’s success today is its
