IMPROMPTU

I think marketing has really evolved in the last 20 years.

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With over 20 years of experience and over 4.5 years at Dell, how do you balance short-term performance metrics and long-term brand building in a fast-evolving tech market like India?

Looking at my experience from when we used to create content, it was very different. At that time, we didn’t have so much data; it was a lot of traditional media, where you depended more on awareness, consideration, and purchase metrics.

But today, marketing is a huge revenue driver. There's a drastic change. Everything is data-related, not only media and analysis but even content.

Today, for campaigns, we create multiple content pieces and put them in media. You don’t even need to conduct focus group discussions because you can see that with the same budget and audience, content A might give better results than content B.

We're attributing to every vehicle, whether it’s YouTube, social media or search. You're putting the money and you can see how it is flowing. It’s all data-driven and there are different models. One of the revenue models is what we call the last click model. We can have a fractional attribution model or media mix modelling. Different modelling and algorithms are working. Then we come to a place where we need to balance building short-term revenue while ensuring that whatever we're doing today also delivers long-term revenue.