Pushing Marketing ROAS on New Age Spends

At the BW Festival of Marketing, Dr. Kamaljit Anand delivered a compelling session on  “Pushing Marketing ROAS on New Age Spends”

He started the session with the pivotal question on how to achieve a significant delta over a baseline. He emphasized getting the right measurement and doing the right action. Our as well as competitors’ paid actions have an immediate impact on ROAS. He further stated that without doing multi-channel attributions it’s extremely difficult to get the right data, as today we are not doing one-channel sales and also we don’t do one channel advertisement. So, we have to manage both multi-channel sales and multi-channel spending.

Dr. Anand shed light on the efficacy of Direct-to-Consumer (D2C) and how it can be used as a valuable tool to know about the loyalty of the customer. Furthermore, he expounded on the evolving nature of the sales funnel. So, it’s important to have an understanding about the benchmarks to know whether you are in line as far as ROAS is concerned. 

In conclusion, Dr. Anand encapsulated the key strategies for achieving ROAS milestones. There are ways to bring the increment of ROAS by getting the right measurement. Also, this can be achieved by building a certain interaction effect within the same system. Last but not the least, customer level ROAS has a major impact in the current and future market.

Dr. Anand's insights provide a comprehensive guide for marketers navigating the complexities of contemporary spending paradigms and striving for optimal ROAS outcomes.