Paul Writer launches New Age Marketing , 
Video interview series of CXO’s highlighting best practices
Simeran Bhasin
Chief Marketing Officer
Wildcraft India Pvt. Ltd.
On evolving beyond tactical metrics into assessing business impact.
For business impact there are clear quantitative matrixes, whether it is likes or whether it is visits to your website, time spent or whole bunch of analytics that digital medium allows you to track. Impact for us at the moment is little more important on the qualitative side. Some of these things it is hard to measure the impact, it is for us to gaze and understand whether this is the benchmark we want to set. For example, launching of our new website, can I put a number to user interface or imagery that I have put on the website and how it compares with the old one. We can’t put a number to it. That is something we have set a bench mark for ourselves, as far as global standards go and that is something that can’t be gazed. Unless consumers go out of their way to write about how well they are able to navigate themselves on the website or how nice user interface is for them. – you can’t gaze that as well. But does it translate in people spending more time on your site, does it translate into people visiting every section on the websites, yes these are the things which quantitative matrix can tell us. But impact is both combination of qualitative and quantitative for us.
“That is something we have set a bench mark for ourselves, as far as global standards go and that is something that can’t be gazed.”
