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Digital is the new mainstream as the share of digital marketing spend has tripled over the past five years by India Inc. Despite significant growth in digital marketing spending, measurement practices have failed to keep up. rhythm. As a result, organizations leave significant value on the table.

The Boston Consulting Group and Meta report “Measure To Grow: Drive Double-Digit Growth by Measuring Marketing Right” shows a 12% to 34% increase in digital’s share of the total marketing budget in less than five years.

The report says India’s fastest growing digital marketing channel will soon overtake television. The strategic measure could unlock a 60% increase in sales and lead to a tenfold return on ad spend. Also, it could lead to a 25% increase in gross margin, he added.

According to the report, the acquisition cost due to a bad measurement was 65% higher. Seventy percent and more were still underinvested in measurement capabilities. Only five percent of organizations had quality data that could enable key business decisions.

Shaveen Garg, Managing Director and Partner of BCG, said: “While digital marketing spend has skyrocketed, true spend efficiency is not being measured in most Indian businesses. So potentially leaving a lot of money on the table. As customer journeys have become complex and intertwined between online, offline and between channels, the ability to measure the business impact of digital marketing has taken a hit.

Garg added, “Our research has shown that some companies have taken the lead and are achieving exceptional returns, the vast majority are in their early stages. There is no silver bullet to what and how to measure, but the rule of thumb is to capture the incremental impact on true business metrics.

Pratham Hegde, Director and Head of Measurement, Facebook, India, “Digital is the new mainstream, and in order to unleash growth, companies increasingly need to measure the real impact of marketing on business results . The industry consensus is that there is no single measurement or measurement method that will meet all measurement requirements. The main recommendation for advertisers is to have an incrementality-based approach central to their measurement philosophy. “

The research, conducted in collaboration with data science firm Signify Group, found that the abuses included sexist, racist, transphobic and homophobic content, as well as unfounded doping charges.