Paul Writer launches New Age Marketing , 
Video interview series of CXO’s highlighting best practices
Pallavi Singh
Director Marketing
Harley-Davidson India
How do you evolve beyond tactical metrics into assessing business impact – Marketing Operations.
Most important thing as a brand because we are a very emotional brand people don’t buy us because it’s a motorcycle but because it is a lifestyle. So one part is of course that we try and measure the love people have for the brand -Harley-Davidson and the second is of course the sales impact. These two things are very very important for us to run our business and it becomes important because when we look at our sales impact from a point of how our dealer network is doing. If you ever get to visit our dealerships they are not like normal dealerships, they are a dealership which really embraces customers, they are very friendly. So that from a sales impact becomes very emotional but it is not very tangible. If i have to put it in simple words, when you talk about matrix, we always believe that every day, whoever at our dealerships even at our brand events its that one step we take so that people can go a little more forward and achieve their personal goal of owning a Harley-Davidson.
“So one part is of course that we try and measure the love people have for the brand -Harley-Davidson and the second is of course the sales impact.”</blockquot
