Marketing leaders tackle mobile measurement challenges at e4m x Apptrove roundtable

exchange4Media and Apptrove hosted an insightful roundtable discussion that brought together marketing leaders from diverse sectors to tackle one of digital marketing's most pressing challenges: measuring mobile campaign performance accurately across devices.

The session, themed ‘The Attribution Puzzle: How to Measure Mobile Campaign Performance Accurately Across Devices’, saw participation from senior marketing executives representing fintech, e-commerce, renewable energy, and financial services sectors. Moderated by Udit Verma, Co-founder & CMO at Apptrove, and Aditi Uniyal, Video Producer at e4m, the discussion delved deep into the complexities of attribution in today's multi-device consumer landscape.

The roundtable featured prominent industry voices including Manmeet Singh, Head of Growth - Performance Marketing and Strategic Initiatives at Kissht; Paritosh Malondkar, Assistant Vice President of Marketing at Zype; and Harshit Shah, Assistant Vice President of Marketing at Waaree. They were joined by Harsh Mishra, Senior Director, Head of Marketing at Hopscotch; Siddharth Thakkar, Co-Founder and CMO at Trackk; Sonal Keshari, Performance Marketing Lead at Nuvama Wealth; and Amit Bhandare, Head of Marketing and Corporate Communications at Yes Securities.

A central theme of the discussion revolved around defining accuracy in measuring digital campaigns. The speakers explored how different industries interpret and prioritize various attribution metrics, acknowledging that what constitutes "accurate" measurement can vary significantly based on business objectives and customer journeys.

The conversation took a particularly interesting turn when addressing sector-specific challenges. Representatives from the renewable energy sector highlighted a unique attribution conundrum: how to effectively link digital marketing efforts to business outcomes when most customer purchases happen offline. This offline-to-online attribution gap represents a critical challenge for industries with longer sales cycles and physical transaction points.

Trust and transparency emerged as crucial pillars of effective attribution, especially for financial services companies represented at the table. The panelists discussed how brands in regulated industries must balance marketing effectiveness with stringent compliance requirements. They explored strategies for leveraging attribution data to demonstrate ROI while maintaining full regulatory compliance and customer data protection.

The discussion also touched upon the evolving landscape of privacy regulations and their impact on attribution models. As third-party cookies phase out and privacy-first approaches gain prominence, marketers are increasingly seeking innovative ways to measure campaign effectiveness without compromising user privacy.

Throughout the session, participants shared practical insights from their respective organizations, offering a cross-industry perspective on attribution challenges. The diverse representation, from consumer-focused brands like Hopscotch to financial services players like Nuvama Wealth and Yes Securities, enriched the dialogue with varied viewpoints and solution approaches.

The roundtable underscored a universal truth: while attribution remains complex, it's no longer optional for brands serious about optimizing their marketing investments. As consumer journeys become increasingly fragmented across devices and touchpoints, the ability to accurately measure and attribute campaign performance will continue to be a competitive differentiator.