Abhijith Jayakumar

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  AI

  The Law Of Diminishing Returns In AI: When More Data Signals Don’t Mean Better Campaigns

  Here’s the truth about data: while certain signals like weather patterns or real-time engagement metrics can significantly impact campaign performance, others merely add noise.

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  AI

  Can We Do Better Than ROAS?

  ROAS might be the golden child of ad tech KPIs, but is it really the best measure of success? In this sharp take, Abhijith Jayakumar, Group Director at GroupM and AI storyteller, challenges the industry’s obsession with ROAS and explores better alternatives for measuring true business impact.

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