TiE Kolkata Workshop : Debugging Digital Marketing Perfo...
Mar 17, 2023
05:00 PM - 08:00 PM (Asia/Kolkata)
The Spring Club, 5, National Highway 12, Tangra, Kolkata, West Bengal 700105

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TiE Kolkata Workshop on Debugging Digital Marketing Performance


  • Aji Issac Mathew, CEO Co-founder TechShu &, A market veteran with over 17 years of experience in digital marketing. Working for many large companies like Hindalco, Dr Reddys, Aditya Birla Fashion, Tata Steel etc to many Startups & SMEs. “Shu” means reciprocity, his focus is to create frameworks for knowledge and execution by which right marketing can be made available for more so that “No Business or Entrepreneur every struggle for digital marketing as good businesses and entrepreneurs make good society.” He also conducts training for premium institutes like IIMB, XLRI, IIFT, Great Lakes, UPH, MDI etc.

Topic Description: Often we don’t know why we are not able to get the ROI, how close are we to ROI? Where is the funnel dropping, the benchmarking and how to focus on the area of concern. In this session we will help you debug the overall digital marketing using a 10 KPI framework.


Digital marketing is everything about routes, TG and its customer journey funnel

  1. Discuss about 4 possible routes to sales, have you selected the right one?
  2. Different broad TGs can help you reach your goals, have you selected the right one?
  3. Time frame for your goals, have you selected the right one?

For the combination of A+B+C, you have a 10 KPI format to debug why your marketing/digital marketing is not giving the desired results.


Do I have a big enough digital market


Am I getting the desired reach?


Am I getting the right interest (ad copy)


Is my cost of reach right


Is the behaviour right? Can this be a good TG problem?, are we able to impress them enough (ad, landing page, website etc), Can this be a messaging problem?

(Remarketing, check KPIs 2 to 5 again for remarketing audience)


Are we getting right conversion rate? Where is the problem?


Are leads quality?

KPI 8.1

Lead stage 1 , are we ok?

KPI 8.x

Lead stage x , are we ok?


Is my cost of sales, right?

KPI 10

Cross check with the only source of truth, god metric of business and marketing.

Once it is validate, how to scale and saturate the market.

  1. ​The Spring Club,
    5, National Highway 12, Tangra, Kolkata, West Bengal 700105,
    Kolkata, West Bengal, India

Organiser : TiE Kolkata

TiE Kolkata

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TiE Kolkata Workshop : Debugging Digital Marketing Performance

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