Paul Writer launches New Age Marketing , 
Video interview series of CXO’s highlighting best practices
Atul Chand
Chief Executive- Lifestyle Retailing Business
ITC Ltd.
How do you evolve beyond tactical metrics into assessing business impact – Marketing Operations.
One of the things is about building reach whether it is in the digital space or traditional media, everybody looks at what kind of reach, saliency, trials and so on and so forth are you generating. In a more pointed manner, it depends upon the objective of the activity that you are doing or the brand is undertaking. So we would look at customer acquisition- are you a fashion brand, acquiring new consumers, are these consumers coming back and what’s their loyalty/bonding, what is the share your club members are accounting for and what is happening to the perception of the brand. So there could be certain activities that we are undertaking where you would want to change the behavior or perception of the consumer, so the measurement will be done in this particular manner. Ultimately it is got to do with the fact that from a digital perspective, if you are able to convert the digital GRP’s in a wholesome way where the traditional media GRP’s are present as well as the digital GRP’s to complete a comprehensive or a fuller marketing mix. At this point you would be able to see what the ROI is of the activity, there would be certain things that you would measure independently of each media. Finally, the media measurement is the objective of the brand which would be the most important thing. So you are leveraging different media or channels as this sub serves a purpose towards the brand achieving certain objectives. As a whole this is the way we look at it whilst you will look at the channels separately but you would look at it together in terms of how they complement or supplement each other.
“Ultimately it is got to do with the fact that from a digital perspective, if you are able to convert the digital GRP’s in a wholesome way where the traditional media GRP’s are present as well as the digital GRP’s to complete a comprehensive or a fuller marketing mix. ”
