Digital Marketing
Last-Click Attribution Undervalues Ads by 31%
Full-funnel measurement combines attribution, lift tests and mix models to reveal what last-click reporting misses. Here's how to build the stack.
Digital Marketing.
Digital Marketing
Purchase Intent Now Forecasts 12 Months Ahead
Survey scales and platform targeting both claim purchase intent, but they measure different things. Here's what changed and how to use each.
Digital Marketing
47 seconds of attention shifts purchase intent, study finds
Lumen, Amazon Ads and Cint find a median 47 seconds of cumulative attention is needed to lift purchase intent across 270 cross-media campaigns.
Digital Marketing
Jio Story: Why We All Remember the Same First Video Call
The first video call home felt personal, but millions crossed the same threshold in 2016. Here's why shared memories do more brand work than campaigns.
Digital Marketing
Jio Story: A Growth Brief from the 2016 Welcome Offer
The 2016 Jio Welcome Offer reset India's data expectations. Here's the marketing logic growth teams still borrow a decade later.
Digital Marketing
The Quiet End of the Data Meter
A decade after unlimited 4G reset India's data habits, the cyber cafe is gone and the pocket is the internet. What marketers should keep.
Digital Marketing
Data Saver, Midnight Binger, Hotspot Hero or Reel Royalty?
From rationed megabytes to always-on feeds, India's data decade created four consumer archetypes. Here's what each one means for growth marketers.
Digital Marketing
What a 16-Term Grid Teaches About Marketing Measurement
PPC Land's latest word grid is a reminder that every marketing metric debate comes down to the denominator. Use that to settle dashboard fights.
Digital Marketing
Jio Story: Invisible Data From Chai Stall to Road Trip
From UPI at a chai stall to study calls and a mapped road trip, everyday data has become invisible utility.
Digital Marketing
The Data Saver, the Binger, the Kirana and Dadi’s First Call
What the data saver, midnight binger, kirana owner, creator and a grandmother's first video call reveal about India's data habit.
