Currently, I lead executive level meetings with top advertisers of the world to build custom and scalable research solutions.
I am the founder of the industry-leading products DFA (Doubleclick for Advertisers) Experiments and DFA Brand Insights which have enabled Fortune 500 advertisers to measure display campaign impact starting from awareness down to sales. These tools help advertisers precisely measure their return on advertising and get actionable insights on how to maximize this ROI. They also help measure the effectiveness of new technologies such as remarketing, AdExchange,and YouTube Ads. I also manage Google Active GRP (Gross Rating Points), where I hold a (pending) patent on the methodology.
My main motivation for building such tools has been that advertisers have been paying significant money without truly understanding whether they are getting their money’s worth. I think it is my moral responsibility to build tools and educate advertisers to ask the right questions.
I also speak on effectiveness measurement at conferences and give regular guest lectures to MBA’s at Stanford Business School. I recently wrote a case study at Stanford on how advertising can be measured through experimentation. This case helps the new generation of companies demand the right set of effectiveness metrics from the industry. Find the case here.