raw@

Music, Marketing and Manchester United

[raw@ @jitendrawat0709]

@vyomesh123 @SwiggyCares Bechne agya 😆

[raw@ @jitendrawat0709]

@SwiggyCares no one have iota of understanding of payment gateway/failures and refund process. All 3 agents a spoke today made sure the second thing comes out of their mouth was : wait for 4/7 days w/o even listening to real query. 8 years with swiggy Worst experienceso far.

[Global Relocation Guide @_AustriaUpdates]

TO WHOM IT MAY CONCERN,

Instead of applying for 🇫🇷 France Visit Visa , go for 🇱🇹 Lithuania, smaller embassy - higher approval rate, less drama.

Instead of 🇳🇱 Netherlands, try 🇱🇻 Latvia, quiet, efficient, and not overcrowded with applications.

Instead of 🇧🇪 Belgium, go for 🇭🇺 Hungary, easier to get appointments, fair interview process.

Instead of 🇩🇪 Germany, try 🇦🇹 Austria, they understand Nigerian applicants better now, system is straightforward but requires Patience.

Instead of 🇪🇸 Spain, go for 🇨🇿 Czech Republic, clean process, low rejection rate, and still Schengen.

Instead of 🇬🇷 Greece, try 🇮🇹 Italy, still fair if your documents make sense, and has multiple visa centers in Nigeria.

Instead of 🇨🇭 Switzerland, go for 🇪🇪 Estonia, less crowd, same Schengen access.

Instead of 🇸🇪 Sweden, try 🇸🇰 Slovakia, good option for visitors and students, smaller system equals faster decisions.

Instead of 🇩🇰 Denmark, go for 🇭🇷 Croatia, now part of Schengen, new and less saturated.

Instead of 🇳🇴 Norway, try 🇸🇮 Slovenia, beautiful country, low rejection rate, and very professional consular team.

They’re all Schengen countries, so any one that gives you a visa automatically gives you access to the others.

But if you keep applying to countries with high denial rates and get refused, it weakens your record and makes future applications harder.

Visa success isn’t luck, it’s calculation.
Apply smart.
We can all win together ❤️.

Best wishes!!!

[Save Invest Repeat 📈 @InvestRepeat]

Seems like ₹1 Crore is now the average price of a decent home in Tier 1 cities.

Corrupt Indians are converting black money to white with ease while pushing home prices artificially high - choking honest tax-paying middle class with EMIs.

Without Govt action, in coming years Indians won't be able to afford homes at all.

[raw@ @jitendrawat0709]

@indiantweeter Utter shit. You know when someone opens their mouth, they say exactly what they mean. Defending this is the same as defending wolves.
By the way, I used to follow you, now I don’t!

[Peter Girnus 🦅 @gothburz]

Last quarter I rolled out Microsoft Copilot to 4,000 employees.

$30 per seat per month.

$1.4 million annually.

I called it "digital transformation."

The board loved that phrase.

They approved it in eleven minutes.

No one asked what it would actually do.

Including me.

I told everyone it would "10x productivity."

That's not a real number.

But it sounds like one.

HR asked how we'd measure the 10x.

I said we'd "leverage analytics dashboards."

They stopped asking.

Three months later I checked the usage reports.

47 people had opened it.

12 had used it more than once.

One of them was me.

I used it to summarize an email I could have read in 30 seconds.

It took 45 seconds.

Plus the time it took to fix the hallucinations.

But I called it a "pilot success."

Success means the pilot didn't visibly fail.

The CFO asked about ROI.

I showed him a graph.

The graph went up and to the right.

It measured "AI enablement."

I made that metric up.

He nodded approvingly.

We're "AI-enabled" now.

I don't know what that means.

But it's in our investor deck.

A senior developer asked why we didn't use Claude or ChatGPT.

I said we needed "enterprise-grade security."

He asked what that meant.

I said "compliance."

He asked which compliance.

I said "all of them."

He looked skeptical.

I scheduled him for a "career development conversation."

He stopped asking questions.

Microsoft sent a case study team.

They wanted to feature us as a success story.

I told them we "saved 40,000 hours."

I calculated that number by multiplying employees by a number I made up.

They didn't verify it.

They never do.

Now we're on Microsoft's website.

"Global enterprise achieves 40,000 hours of productivity gains with Copilot."

The CEO shared it on LinkedIn.

He got 3,000 likes.

He's never used Copilot.

None of the executives have.

We have an exemption.

"Strategic focus requires minimal digital distraction."

I wrote that policy.

The licenses renew next month.

I'm requesting an expansion.

5,000 more seats.

We haven't used the first 4,000.

But this time we'll "drive adoption."

Adoption means mandatory training.

Training means a 45-minute webinar no one watches.

But completion will be tracked.

Completion is a metric.

Metrics go in dashboards.

Dashboards go in board presentations.

Board presentations get me promoted.

I'll be SVP by Q3.

I still don't know what Copilot does.

But I know what it's for.

It's for showing we're "investing in AI."

Investment means spending.

Spending means commitment.

Commitment means we're serious about the future.

The future is whatever I say it is.

As long as the graph goes up and to the right.

[raw@ @jitendrawat0709]

.@elonmusk

[Yash Joshi @JoshiHQ]

@mujifren Putting up blue ticks for sale was one of the worst psyops played by Musk.

Most of us who were online pre 2022 still subconsciously associate blue ticks with verified organisations. Very easy for a bad actor to abuse this trust.

[Gaurav Pradhan 🇮🇳 @OfficeOfDGP]

.@nitin_gadkari Sir, I know you are very busy, Minister

if you get time from Ethanol and earn GST on scrap cars, kindly look into your CORE responsibility

Thank you for your attention to this matter

This is not a paid tweet Sir

[Arindam Paul @arindam___paul]

Marketing teams are often accused of spending too much and measuring too little by the CEO, CFO, board members, and investors. But the answer isn’t to stop spending. It’s to start measuring the right things.

This post is about how to track brand health and evaluate success/failure of brand campaigns in a way that’s meaningful, repeatable, and useful for decision-making, not just to impress the board or justify ATL spends

Measuring Success of a Brand Campaign

Performance campaigns are easy to measure. You get almost immediate feedback through sales numbers, click-through rates (CTRs), and other conversion metrics at each step of the buying process.

Brand campaigns are more complex. While their ultimate goal is to generate sales, they typically don't drive immediate results. This makes measuring their success or failure trickier. So how do you do it?

The answer isn't in the "buzz" generated, awards won, or other vanity metrics. The metrics I use to evaluate a brand campaign’s impact fall into two categories: brand metrics and business metrics.

Brand metrics aim to measure the awareness of your brand among consumers and understand if they have formed the intended associations with it. Business metrics aim to measure the tangible business impact the campaigns have created.

To measure a campaign's impact, you need to commission a brand track—an ongoing measurement of brand building efforts that tracks key metrics like brand awareness and perception

Research agencies typically conduct these by interviewing a statistically significant sample of your target group (TG) through face-to-face or online questionnaires.

Brand metrics

1. Correct Brand Recall to Reach Ratio

Every media plan has a target to achieve certain reach and frequency numbers for their TG.

For example, 75% reach at 1+ frequency means 75% of your TG will see the ad at least once. However, seeing an ad, noticing it, and correctly remembering the brand are three distinct things. The campaign must ensure that all three happen, and to check if these are indeed happening, interviews are conducted in the field.

Usually, during brand track interviews, the brand name is masked in the ad shown to consumers. They're asked two questions:

Do you remember seeing this ad? (indicates Ad Recall)

If yes, which brand was advertised? (indicates Brand Recall)

Correct Brand Recall = Ad Recall × Brand Recall.

If 50% remember seeing your ad, and half of them correctly identify the brand, you have a 25% Correct Brand Recall. With a 75% Reach at 1+ Frequency, your Correct Brand Recall/Reach ratio would then be (25/75) or 0.33.

Ideally, Correct Brand Recall should equal Reach. The higher this number, the more successful the campaign. Strong, clutter-breaking campaigns achieve ratios of 0.6-0.8.

New brands find it harder to achieve high Correct Brand Recall. Viewers might remember the ad but not the brand name. Since the brand is new, it needs something different and unique to make an impression. This metric tests how well your communication breaks through the noise. Without success here, subsequent metrics become meaningless, and this is also where most campaigns falter.

2. Improvement in Spontaneous Awareness

Spontaneous Awareness is also an indicator of how well your brand is known and how it’s faring with respect to the competition in terms of occupying mind share.

For example, if you sell fans and ask respondents, "Which fan brands are you aware of?", the percentage who name your brand without any cue or prompt represents your Spontaneous Awareness. This indicates how many people know your brand exists and its purpose.

When your campaign effectively links your brand to its category, Spontaneous Awareness should spike. The difference in Spontaneous Awareness levels before and after the campaign measures its success.

3. Improvement in Brand Associations

Beyond creating the association with the right category of product, brands aim to build specific associations. These can be tangible, like features (for new brands), or intangible, like emotions (for mature brands).

Fogg, for instance, did both successfully at different stages of its journey. “Bina gas wala deo” established that their deodorant didn’t have gas inside. Later, “Fogg chal raha hai” appealed to the senses or emotions of consumers rather than any product features.

Each marketing campaign should strengthen these desired associations. The change in associations before and after the campaign indicates its effectiveness.

Business metrics

1) Increase in brand searches

Across Google, Amazon, Flipkart, and other e-commerce or quick commerce channels, the number of searches for your brand should increase after a brand campaign. Most platforms allow you to measure the number of searches happening. Compare the figures for before and after the brand campaigns were activated. The higher the increase, the better the campaign’s performance.

2) Improvement in performance marketing CTR and conversion rates

A successful brand campaign builds awareness and trust, making conversions easier. Tracking them at every step of the performance marketing funnel is straightforward. If conversions have improved and sales have increased, it’s an indication that the brand campaigns are effective.

3) Comparison between geographies where a campaign has run and not run

Measuring sales numbers and conversion rates for two different geographies—where you've chosen to run a campaign in one but not in another—will give you a sense of the campaign's effectiveness.

For example, if TN and Karnataka showed similar numbers initially, did Karnataka's numbers improve after running an ad there? If not, the ad hasn't been effective.

4) Increase in Rate of Distribution Expansion

Effective marketing campaigns create brand pull, encouraging consumers to seek out the brand in stores. This naturally creates a ripple effect and retail stores are more keen to stock your brand.

This makes it easier for the sales team to establish new retail locations. The change in distribution expansion rate before and after the campaign measures its impact.

While there are other leading indicators (like brand searches, organic visits) and lagging metrics (revenue, reduced dependence on performance marketing), these four metrics best isolate campaign impact and identify areas for improvement.

Hopefully, future campaign awards and recognition will be based on these meaningful metrics rather than vanity metrics.

Measuring Brand Health and Brand Strength

While campaigns happen from time to time, brand building a continuous process. And if the brand keeps getting stronger, invariably the business benefits

The strength of a brand can be measured in different ways. A marketing manager would look at it from a more current, operational point of view, whereas a CEO would be more interested in a long-term, strategic view. For newer brands, it’s possible that the CEO doubles up as the CMO or the marketing head, so it’s imperative for them to look at both types of metrics.

I have segregated these metrics into Operational Metrics and Strategic Metrics. Operational Metrics help the marketing manager with decision-making in a relatively short-term timeframe. They ensure tactical efficiency and allow for quick course correction if needed. Strategic Metrics help you evaluate the brand from a business perspective, and aid you for the larger, more critical decisions pertaining to the future of the brand

Operational Metrics

Operational Metrics broadly comprise the following five metrics:

Awareness

Consideration

Trials

Preference

Performance

You’ll notice that they move progressively from understanding how well a brand is known to how much the brand’s products are actually being purchased.

Awareness

Brand awareness can be evaluated through quantitative surveys. For example, for fans, simply ask consumers, "Which fan brands do you know of?" Their responses reveal how well your target audience recognizes your brand and allow you to further categorize the audience by their awareness levels.

When respondents list brands, the first one they mention indicates "Top of Mind Awareness." If we’re doing a survey for Atomberg and 30% of respondents say "Atomberg" first before any other brand, that's 30% Top of Mind Awareness for Atomberg. Naturally, the higher the Top of Mind Awareness, the stronger the awareness.

At the second level, brands mentioned without any aid or prompts represent "spontaneous" or "unaided awareness." For instance, if 40 out of 100 people mention Atomberg at any point in their list of brands they’re aware of, that's 40% Spontaneous Awareness.

"Aided awareness" is measured by directly asking, "Have you heard of Atomberg?" This is done when Atomberg isn’t listed by the consumer on their own. A positive response here counts toward Aided Awareness.

Total Awareness then is the sum of Spontaneous and Aided Awareness. (Note that Top of Mind Awareness is included under Spontaneous Awareness for this calculation.) Companies regularly track this metric through Brand Tracks.

Another key awareness indicator comes from search volumes on platforms like Google, Amazon, and other relevant e-commerce sites.

Rising search numbers with time indicate growing awareness. You can monitor exact search volumes weekly on most such platforms.

Consideration

While awareness metrics show how well people recognize your brand, consideration metrics reveal how many would actually consider purchasing it.

To measure consideration, we ask potential category buyers: "Which two brands would you consider buying the most?" This question focuses on brands they're already aware of. For instance, if someone knows four brands, we want to know which two they'd seriously consider purchasing.

The brands mentioned first and second comprise the "Top 2 Consideration" metric, while the top three mentions make up the "Top 3 Consideration" metric.

Strong consideration from your target audience indicates effective brand communication. However, some brands achieve high awareness but struggle with low purchase intent. This disconnect often signals a need to reassess both communication strategy and product offering. While high awareness suggests large scale media investment, low consideration indicates that despite knowing the brand, consumers aren't sufficiently motivated to buy.

Trials

While consideration metrics are more relevant for high-intent purchase items, like consumer durables, low-intent and low-ticket-size items must be evaluated through Trials.

Here, the question for potential buyers in a category is, “Which brands have you tried?”

Similar to consideration metrics, if brand awareness is high but not enough people are trying the product, it's a clear indication that the brand communication isn't persuasive enough. Every brand must aim for a high Trial-to-Awareness ratio.

For new consumer brands, a low Trail-to-Awareness ratio could also indicate a product problem or a smaller than expected market size for the category.

Brand Preference

For people who have tried multiple brands, brand preference can be measured by asking which brands they like the most. This metric shows how strong your brand and product are compared to competitors, and indicates what they’re likely to purchase next.

Some brands face an interesting challenge: they may have high awareness and trial rates but low preference. Take Pepsodent, for example—it has high awareness and trials, but low preference. This could signal issues with the product itself, brand associations, or persuasion effectiveness.

Another strong indicator of brand preference is when consumers search for specific product variants on Google or other platforms—for example, "Cadbury Silk Mousse" rather than just "Cadbury." High search volumes for specific variants indicate that consumers have developed a strong affinity for those particular products, demonstrating both strong consideration and brand preference.

Performance

Brand strength is reflected in the effectiveness of performance marketing campaigns. A strong brand should see conversion rates significantly higher than the category average at each funnel stage. Moreover, as brand strength grows, spending on performance marketing should gradually decrease.

Simply put, brands with high consideration result in high click-through rates (CTRs), and a stronger brand preference results in higher conversion rates.

Strategic Metrics

When scaling consumer brands, here are 5 key strategic metrics that a CEO must monitor periodically. These metrics indicate brand strength from a long-term business perspective and help guide the brand's future direction.

1. Price Elasticity of Demand

This measures how demand changes relative to price changes.

Price Elasticity = Percentage Change in Demand/Percentage Change in Price

A strong brand typically has lower price elasticity. The ability to increase prices without losing demand to competitors is one of the strongest indicators of brand strength.

Ideally, as brand strength grows, price elasticity should continue decreasing.

2. Contribution of Discounted Sales

Every brand has a standard market operating price (MOP, which could be MRP in some categories). Brands also generate sales through consumer discounts beyond the MOP.

Discounted Sales Contribution = Sales Volume with Discounts/Total Sales Volume

A strong brand will have a lower contribution from discounted sales. The ability to maintain sales at the market operating price indicates brand strength.

As brand strength grows, the contribution of discounted sales should decrease.

3. Performance Ads Driven Sales

Brands generate both organic sales (through brand searches, repeat purchases, marketplace SEO, etc.) and paid sales (through Amazon ads, Google/Meta ads, etc.).

Performance Ads Driven Sales Percentage = Sales due to ads/Total Sales

A strong brand has a lower contribution from ads-driven sales. Strong brands naturally generate higher repeat purchases, more brand searches, and rank organically at the top for generic marketplace searches.

As brand strength grows, the percentage of ads-driven sales should decrease.

4. Performance Ads Driven Visitors

Both D2C websites and marketplace listings receive organic visitors (through brand searches and SEO) and paid visitors (through Amazon Ads, Google/Meta ads).

While overall ads-driven sales attribution can be complex (as customers may click ads to visit a D2C website but purchase organically from marketplaces), visitor attribution is more straightforward.

Percentage of Performance Ads Driven Visitors = (Ads-driven visitors on Marketplaces + Ads-driven visitors on D2C)/(Total Visitors on Marketplaces + Total Visitors on D2C)

As brand strength grows, the percentage of ads-driven visitors should decrease.

5. Share of Spends/Market Share

Share of Spends (SOS) represents the brand's marketing expenditure as a percentage of total category marketing spend done by all the brands in a year.

When a brand's market share exceeds its Share of Spends in the category, it indicates:

Higher conversion rates and a more efficient marketing engine

High baseline sales

New brands typically have a higher share of spends than market share (as baseline is 0). However, this ratio should decrease as brand strength grows.

While reaching zero might harm long-term brand health as it indicates no brand investment, strong brands should maintain a ratio between 0.5-1. This means that if they have a market share of 20% in the category, their Share of Spends in the category should be in the 10% to 20% range.

6. Share of Spontaneous Awareness / Market Share:

If your share of spontaneous awareness is higher than market share, it means your proposition and conversion levers need to work harder. If it’s the other way around, it indicates there’s plenty of scope for gaining market share by improving spontaneous awareness.

7. Share of Consideration / Market Share:

If your share of consideration is higher than market share, it means availability and conversion levers need to work harder. If it’s the other way around, then improving consideration can improve market share, and focus should be to create a stronger proposition to improve consideration.

8. Share of Spontaneous Awareness / Share of Consideration:

Very similar to the awareness/consideration ratio, this ratio shows if you have a stronger proposition relative to your competition. A higher share of spontaneous awareness than consideration shows a weaker relative proposition and vice versa.

These metrics help isolate where your brand is strong and where it’s leaking. And it highlights issues with proposition, distribution, conversion levers, creatives, etc.

Strong brands naturally lead to strong businesses. When done right, brand-building investments always pay off financially. Strong brands rely less on performance marketing and discounts, and can increase prices without losing volume.

These metrics presented here will help you gauge your progress in building a strong brand

P.S. This post is from one of the chapters of my book Zero to Scale and is fairly representative of the writing in the book- language, depth, style etc. If you like it, there is a good chance you will find value in the other 24 chapters. If not, it saves you the time/effort of going through the book :)

[vyomesh yadav @vyomesh123]

My friend's mother, Mrs. Dolly Arora (60), urgently needs a liver transplant. Her condition is critical. We have already emailed reports under the subject “Request for Medical Assistance for My Mother’s Treatment.” @SonuSood @SoodFoundation @BeingSalmanKhan Please help.

[Rage ❉ @ragecvlt]

here you go,

although im not a fan of things becoming mainstream. as most of the people have underdeveloped ego, which they would rather play with demons to look cool instead of pray to God alone

with every trend tarot gurus, astrology gurus, healing gurus, health gurus
but in reality? all are normies that want food for ego and dont provide any real value but only their intention for gaining something (ego,fame,money etc)

*spit*

either way, be humble and use information to aid your awakening not ego.

[akhilesh @akhileshutup]

how a serious country reacts to one fatal accident

[raw@ @jitendrawat0709]

@Ravisutanjani M

[Satya Nadella @satyanadella]

Today we’re releasing GitHub Spark — a new tool in Copilot that turns your ideas into full-stack apps, entirely in natural language.

[Ethan Evans @EthanEvansVP]

One of my biggest regrets is how stressful I allowed my career to be. I worried constantly while on the path to becoming an Amazon VP. Let me save you some stress. Career growth requires:

[raw@ @jitendrawat0709]

@mehrotra_05 😄

[BluSmart @BluSmartIndia]

This Women’s Day, we’re making every stop as empowering as the journey itself. Together with @PeeSafe , we’re championing hygiene and the freedom to move without hesitation.

Because a world #DrivenByHer should never have roadblocks.

#InternationalWomensDay

[BluSmart @BluSmartIndia]

Why your furry friend will absolutely love #BluSmartPetRides 👇

[BluSmart @BluSmartIndia]

Big serves, swift returns, and game-changing moments—ATP Delhi Open is where the best take center court. As the players chase victory, BluSmart ensures their journey is seamless, comfortable, and always on time.

Because champions deserve nothing less!

#BluSmartAtDelhiOpen