As we enter the festive season, brands are upping their game, using customer data to deliver a more personal, intuitive, and timely shopping experience to improve conversions. Diwali witnesses huge spurts in spends across categories as the volume of ‘In-Market’ audiences across categories is the highest. But all leads do not result in sales. Chasing leads through both AdTech strategies like remarketing, retargeting, programmatic, lookalike audiences, and behavioral targeting is not cheap this season. We know the lead-to-conversion ratio is abysmal, making the cost of acquisition prohibitive, especially in the premium segments.
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