fbpx

Gajendra Jangid, CMO & co-founder of Cars24

Gajendra Jangid CMO co founder of Cars24

Gajendra Jangid, CMO & co-founder of Cars24

Planner path left 1
Gajendra Jangid CMO co founder of Cars24

Gajendra Jangid is the Co-founder and CMO of CARS24 and is in-charge of developing the strategy for advertising and branding, as well as customer outreach.

He spearheads the initiatives to accelerate business growth by building the brand, taking new innovations to the market and enhancing customer experience.

Prior to CARS24, he took care of operations for Schlumberger, the world’s leading provider of technology for reservoir characterization, drilling, production, and processing to the oil and gas industry.

What are the core advantages that MMM has brought to your business in terms of marketing efficiencies?

Our approach, towards Marketing Mix Modeling, is to generate key insights in terms of the marketing channels we deploy and determine each channel’s contribution to the overall business by closely analyzing historical channel performance and channel spend data.

Our marketing channels involve offline media such as television, radio and OOH as well as online channels such as affiliates, OTT, search, display and programmatic to name a few.

The exercise, overall, has helped us identify which markets are most responsive to individual, or a collection, of marketing channels. For example, we were able to identify that Pune and Hyderabad as markets where our prospective audience could be targeted aggressively via Facebook. Similarly, insights such as increased investment in Google Search Non-brand in markets such as Mumbai proved effective.

“The exercise, overall, has helped us identify which markets are most responsive to individual, or a collection, of marketing channels.”

How has MMM helped improve company revenues?

Cross media effects, wherein several marketing channels have been deployed in succession, basis a cumulative overlap could be accurately measured via Marketing Mix Modeling. This, in turn, has helped us determine the media that performs best in individual markets, thereby allowing us to optimize our overall marketing spend.

Optimizing our spend, and reducing spillage, has helped enhance revenues by diverting budgets to channels, as well as regions, more efficiently. Similarly, spreading budgets in accordance with this approach has enabled to achieve an incremental increase in our business KPIs, increases clearly measurable by improvements in our top, middle and bottom funnel.

Furthermore, the generation of responsive via this modeling exercise has also been able to help us determine the head room available to deploy marketing investment across media channels, region-wise, not only to achieve incremental growth but also to ensure that such growth is achieved without deploying a medium that is either decaying or plateauing.

What is your biggest success case with MMM and can you share some details on that in terms of improved efficiencies in your business?

Marketing Mix Modeling has simplified the budget planning process for us, to a great extent.

Undertaking this exercise has enabled us to move from the initial ‘hit and trial’ approach to a more methodical and statistical approach, thereby optimizing the spends allocated to each medium across every region and identify areas where transactional ROI was less.

One such success case was the initiation of a television deep dive study wherein BARC data, provided at granular levels measured the effectiveness of television media planning across genres, dayparts and ad duration. This, in turn, helped us identify an optimal television channel mix, outline the best performing genres in accordance with our target audience and reduce wasteful expenditures often incurred while planning television on the basis of sampled insights.

“Similarly, spreading budgets in accordance with this approach has enabled to achieve an incremental increase in our business KPIs, increases clearly measurable by improvements in our top, middle and bottom funnel.”

By: Proof Analytics

Momentum

Latest news

ARTICLES

5 Ways to Plan your Marketing Strategy with Foresight & Prescriptive Analytics

ARTICLES

It’s Time for Data Science to be Simple, Fast and Easily Understandable for Everyone.

ARTICLES

4 Tips to Plan Your Route to Value with Advanced Marketing Analytics

ARTICLES

Marketing Insights: How to Create an Analytics-Driven Mindset in 5 Steps

ARTICLES

What is Predictive Analytics & How Can it Help My Marketing Strategy?

ARTICLES

Facebook + Apple Privacy War: What It Means For Tracking & Marketing Analytics

VIDEO

Introducing our new Partner Acceleration Program

ARTICLES

Marketing Analytics: The Value of Measurable ROI

ARTICLES

Better Together. The Proof Partner Acceleration Program lifts off!

ARTICLES

Marketing Analytics and Why it’s Important

PRESS

Proof Analytics Launches New Partner Acceleration Program

ARTICLES

Data Analytics & the Future of Marketing

ARTICLES

Understanding marketing ROI is a lot like studying climate change or pandemics

PODCAST

Rebooting Go To Market Planning & Execution

PRESS

Proof Analytics Expands Go-To-Market Alliance with Salesforce

WHITEPAPERS

Mettle Capital – Data Methodology Whitepaper

PRESS

Proof Analytics Partners with Mettle

ARTICLES

Every business needs a full-funnel marketing strategy

ARTICLES

How eBay Classifieds found their marketing model

WHITEPAPERS

Proof BusinessGPS™ Whitepaper

ARTICLES

Using small data as BusinessGPS

NEWS

Get Back on Track 2021 – Proof announcement

ARTICLES

Growing up in two worlds – Maziar Nodehi

ARTICLES

One of the greatest MMM experts in the U.S.

ARTICLES

A world of possibilities – Clovis Thevenet

VIDEO

How to grow with little in time of need – Water in the desert

ARTICLES

Managing marketing analytics for the largest companies in the world

ARTICLES

Mark Stouse announced to Top 10 analytic leaders 2020

ARTICLES

From U.S. Army to MMM expert at McDonald’s – Alex Gaski

ARTICLES

One of the world’s great marketing analysts

ARTICLES

Ajay Ahuja, one of the world’s top MMM champions

VIDEO

Learn How to Invest Your Marketing Spend Differently to Drive Bigger, Profitable Deals

PRESS

The Marketing Proof Gap

VIDEO

What is correlation and how can it be used in marketing analytics?

VIDEO

Out on the Ice – With Mark Stouse

VIDEO

Protected: How can marketing win the budget discussion with sales?

VIDEO

How can Proof make me a better CMO?

VIDEO

What marketing category gives you the biggest bang for your buck

ARTICLES

Do you have a GPS for your marketing and sales spend?

ARTICLES

Is personalization & ID resolution worth risking customer trust?

PODCAST

Mark Stouse talking about the nitty gritty of marketing analytics

ARTICLES

Correlation is not Causality’s Consolation Prize

PODCAST

Proof CEO talks marketing, business and history on W2O podcast

ARTICLES

Another Year, Another Giant Marketing Technology Supergraphic

ARTICLES

CMOs, get yourselves out of the line of fire

ARTICLES

The Path to Proof and Automated Marketing Mix Modeling