Among various aspects that are commonly attributed to marketing performance measurement, Arun believes “tangible revenue contribution” is a characteristic that is often overlooked (if not ignored altogether), which is otherwise available with appropriate usage of data & analytics for every enterprise today to leverage & consistently improve upon.

As marketing solutions leader at SAS Institute, Arun works with an array of clients spawning from SIM card to Cement enterprises & everything in between. By right incorporation of data & analytical technologies, most of these engagements are oriented towards consistently improving customer value & experience while keeping top & bottom line as the key performance measurement yardstick.

Arun has been closely observing adoption of technology (digital being implicit) in marketing across various industries in India for over 15 years, yet thinks most of the enterprises are still at a nascent stage in truly leveraging measurable economic value in marketing & there is a lot of ground to cover for established players and startups alike.