Data & AI
If you can't measure it properly, none of the rest of this matters
Tracking implementation, incrementality testing, media mix modelling and the dashboard that puts every platform in one place.
- GA4
- GTM
- Server-side GTM
- BigQuery
- Looker Studio
- Power BI
- Amazon Marketing Cloud
Your attributed revenue exceeds your actual revenue. Nobody wants to check.
Most Indian advertisers are making budget decisions on numbers that double-count. Meta claims a conversion, Google claims the same conversion, the marketplace claims it too, and the total attributed revenue exceeds actual revenue by a comfortable margin.
Nobody wants to be the one to check, because the real number is smaller and someone has to explain it.
The work itself
What a month on the account looks like.
Measurement framework design
KPI tree, north-star metric, and a clear split between leading and lagging indicators.
Full tracking implementation
GA4, GTM, server-side GTM, Meta CAPI, Google Enhanced Conversions, offline conversion imports, and UTM taxonomy with naming governance.
Incrementality testing
Geo-lift, holdout, PSA and switch-back tests, plus dark-store and pin-code holdouts, which quick commerce makes uniquely feasible.
Media mix modelling
Adstock and saturation curves with a budget scenario optimiser.
Attribution design
Multi-touch attribution designed alongside MMM and clean-room data, and triangulated against each other.
Clean rooms
Amazon Marketing Cloud practice for path-to-purchase and overlap analysis.
The right RoAS
Blended versus incremental RoAS, marginal RoAS for scaling decisions, and TACoS trend analysis.
Data pipelines
Platform APIs into a warehouse, and out into Looker Studio or Power BI on an automated daily refresh.
The unified dashboard
Every platform plus your CRM in one view. For a client running six platforms this alone justifies the engagement.
Alerting
Out-of-stock, Buy Box loss, budget cap, CPC spike, rank drop and tracking break — surfaced in minutes.
DPDP compliance
First-party data handling and consent management under the DPDP Act 2023.
Deliverables and cadence
- Measurement framework and KPI tree
- Tracking implementation with a validation report
- Unified dashboard across platforms and CRM
- Incrementality test design and results
- Attributed versus actual revenue reconciliation
- Alerting configuration
What we report against
Not impressions. These are the figures that decide whether the spend paid for itself.
- Incremental contribution
- Marginal RoAS
- Attributed vs actual revenue gap
- Tracking health
- Forecast accuracy
Asked before signing
It measures what your advertising actually caused, by withholding it from a comparable group and comparing outcomes. Attribution tells you which ad was touched before a purchase; incrementality tells you whether the purchase would have happened anyway. The gap between the two is frequently large, and it is the difference between scaling something that works and scaling something that was taking credit.
Thirty minutes on your account. No deck.
We'll look at what you're running and come back with two or three specific things we'd change — whether or not you work with us.