Paul Writer launches New Age Marketing , 
Video interview series of CXO’s highlighting best practices
Ajay Kakar
Chief Marketing Officer
Aditya Birla Group- Financial Services
How do you evolve beyond tactical metrics into assessing business impact – Marketing Operations.
Actually I think that’s where, as a brand or as an industry we seek help and seek help desperately, there are various metrics that are deployed or assumed for success in digital world or social world and well, ‘likes’ yet remain very preferred measure of success which I don’t agree with. So I think as people who are evolving, people who are moving up the revolution curve, it will really help us as an industry, if we are enlightened, marketers are enlightened by what are the real metrics of success that you would like us to evaluate our investments against, whether it’s metric for brand, whether it’s metric for business and I do know this medium allows you to do that. But what are the metrics it is best if we all adopt standard metric or more obvious metric that you believe we should measure then will be success with. So therefore I reach out to the experts, I reach out to the publishers, I reach out to agencies, I reach out to the digital gurus and look at them to guide us because what we do right now I don’t think is doing justice to what this medium can do to our lives.
“But what are the metrics it is best if we all adopt standard metric or more obvious metric that you believe we should measure then will be success with.”
