Top Story


Home >> Digital >> Article

What Clicks launches IRA, a single currency of measurement across mediums

Font Size   16
What Clicks launches IRA, a single currency of measurement across mediums

What Clicks, a digital media audit, monitor and reporting company showcased its InSelligence tool IRA at ad:tech Delhi. What Clicks, which was launched in January 2017 was shortlisted as a finalist by Nestle and ad:tech on their platform of The Next Big Thing.

Speaking about the launch, Rahul Vengalil, the CEO says, “It was a very humbling experience for us to share the dais with others on TNBT platforms. We realized that there is high inefficiency in the digital media ecosystem. To improve inefficiency and effectiveness, we need to first understand the pain points. IRA works at three levels of Data Democratisation, Data Intelligence and Data Correlation. This gives the brands a unique opportunity to move away from a fragmented measurement metrics to a single currency of measurement across mediums, which isn’t available in the market at the moment."

Toshal Shenai, one of the co-founders, adds, "For brands to truly understand what's happening to the marketing budgets they need to stop analyzing data in silos. Individually each medium would be hitting all relevant KPIs or targets, but when you put everything together, the outcome would be far below expectation. IRA can be customised for each brand keeping the business and marketing goals in mind and not a one solution fits all tool."

Pramod Nagaraj, the CTO who is charge of developing IRA has been analysing data over the past couple of months and he says, "Being from tech background, the fragmented metrics of measurement were alien to me. When I started putting various data together, I started noticing what was working and what wasn't in the campaign. That was the aim from the beginning, to help brands understand pain points in their marketing activities in the shortest possible time."

Adding to this Aatsi Desai, Co-founder, What Clicks, says, “We truly believe that IRA will fill a long-standing requirement for a single view of all your digital campaigns across platforms both past and present. It allows brands and their agencies to take important calls on their digital campaigns on basis of a simple KPIs and metrics. This means that the brands spend more time taking decisions and less time understanding and deciphering the data. The tool does the heavy lifting for the brands."

What Clicks is operating out of Bangalore and are already working with brands such as TGBL and Landmark Group. What Clicks has recently also started operations from Mumbai and plans to expand to the Delhi market soon, targeting to have operations in all three cities by end of this year.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Understanding the round-the-clock nature of change, KG Suresh, Director General, Indian Institute of Mass Communication, in a conversation with exchange4media, talked about his plans to introduce a fu...

The mall has a diverse range of media formats that includes, billboards, backlit kiosk, pillar wraps, product/promotion display spaces etc.

The beauty of the internet business is that as your cost curve flattens, your revenue curve keeps growing up and that's why the valuations are so high, said Ashish Hemrajani, Founder-CEO, BookMyShow