ET Catalyse, a Times Internet initiative, brings together some of the sharpest marketers, entrepreneurs and business leaders, for engaging discussions on all things marketing, brand building & digital media.
Moderated by Deepak Ajwani, Editor, ET Online, the property has three extensions:
- Main : In-person conversations shot during pre- pandemic times
- Virtual : The same insights & engaging conversations shot on the virtual forum, necessitated by the pandemic. Mediums may change, ideas should thrive.
- Madstax : An adtech focussed series, features discussion with leading CXOs in the advertising technology ecosystem. The series aims to decode the workings & demystify the practises of a fabulous new advertising world order.
An adtech focussed ET Catalyse series, features discussion with leading CXOs in the advertising technology ecosystem.
Madstax Episode 2
Attribution and channel efficacy - can a unified standard emerge?
January 8, 2021
Attribution is essentially finding out which channel is actually working for you
There is no single channel to engage a consumer. The touchpoints are many and the brand would do well to be present at these touchpoints, as frequently as they can. But what does it take for different platforms to get their fair share of success? Is there a unified approach to measure the efficacy of all platforms which provides these touchpoints? How does models like "multi-touch attribution" or "assisted attribution" help each player across the value chain to get their due share? And what is the cost of misattribution?
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With over a decade of experience in helping organizations get more value from the digital medium, Rahul's has driven digital innovation for some of the most well-known brands. Having worked with over 100 clients in solving complex business problems, his wide range of clients include American Express, JP Morgan, 3M, Belkin, GE, Honeywell etc.
Consumer web and mobile technology enthusiast, first generation entrepreneur who loves being a part of creative and challenging projects with like minded partners. With a keen interest in startup and technology space, Shiladitya has founded many startups in the internet of things, payments and hospitality sectors prior to joining CleverTap
Having spent over 15 years in digital media and commerce, Durga has a wide interest in user behaviour, product development and consumer technology. Prior to Times of India, she was CEO Digital at Indian Express and CEO Digital at Network 18 Media where she launched and scaled Firstpost, India's first exclusively digital newsroom.
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