In conversation with Saurabh Agrawal, Founder & CEO, DAIOM | Ep 19

Attribution has been word talked about and made more complicated as well. Thanks to a lot of the analytics products and companies who have come through, I would say there is an inherent bias to let people not properly attribute. It is better to focus on the efficiency & effectiveness of each channel. By getting a very strong UTM framework implemented at each channel, you will be able to tell for eg that 50% of my traffic comes from organic, 30% comes from Google, and Facebook, 10-20% comes from CRM, and thereby help maximise the effectiveness of each channel for eg in performance marketing can I reduce that bidding on my keyword so that I can let the organic traffic flow? – Excerpt from the interview with Saurabh Agrawal.   Today is Episode 19 of the Interview series on Expert-Talks, with Thought Leaders in the Analytics, AI and Transformation space.  For this episode, our CEO Mahadevann Iyerr (Mahaa) is in conversation with Saurabh Agrawal, Founder & CEO of DAIOM ( Data and AI in OmniChannel ).  Before DAIOM, Saurabh was SVP of Analytics and Growth Marketing at LENSKART. He has also held leadership roles in Digital, AI and Analytics at MothersonSUMI,  Tata Insights & Quants and American Express. Saurabh speaks frequently at industry forums on leveraging marketing analytics to enable profitable business growth.   We are listing below a few key points from the interview :   The key areas where analytics plays a role in D2C brands are growth marketing, customer experience, and financial profitability. These areas help drive business growth and increase customer engagement.   D2C brands are expanding into physical stores to bridge the gap between online and offline customer experiences. This allows customers to overcome challenges like size and product quality, and helps build brand identity and trust.   Digital native brands have an advantage in terms of tech agility and nimbleness compared to traditional brick and mortar retailers. Process digitization and consistent store experiences are essential in ensuring a seamless customer journey.   Data availability and quality are challenges in the omnichannel world. Customer identity management and unifying data from different tech systems are crucial for effective analytics and personalized customer experiences.   Influencer marketing can be a cost-effective way for brands to reach their target audience. It is important to choose the right influencers based on their audience, engagement, and relevance to the brand, and to measure the impact of influencer campaigns using attribution and analytics.   Balancing digital marketing spend across different channels is essential for reaching the right audience. While traditional media can still be effective for brand recall, digital channels offer more targeted and measurable results. Consistent and measurable efforts in organic and influencer marketing can lead to a higher ROI.    You can watch/listen to the interview on our Website, YouTube, Apple, Amazon Music and Spotify podcasts on the links below.  Please do share your comments and subscribe/follow us on @maavrus on LinkedIn, Facebook and Twitter.

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