One of the most insightful sessions at the Modern Marketing Reckoner 2025 was titled “The Future of Measurement: Unlocking Growth with Data”—a conversation that truly stood out for its sharp questioning and strategic depth.
Moderated by Udit Verma, Co-founder & CMO of Trackier, the session brought together a powerhouse panel of marketing leaders who are driving data-led growth across industries:
- Ashish Tiwari, CMO, Home Credit
- Harpinder Singh, Head – Digital & eCommerce, Air India Express
- Rajiv Dubey, VP Marketing, Dabur
- Shantanu Chauhan, Director – Marketing, Noise
- Sneha Jha, Media & Customer Lifecycle Management, KFC India
- Anshul Batra, VP – Advertising, Paytm Ads
From Metrics to Meaning
The session opened with a critical question: Are marketers measuring what truly matters, or just what’s easy to measure? That set the tone for a dynamic conversation about moving beyond vanity metrics to measurement that drives real business outcomes.
Rajiv Dubey emphasized the need to balance short-term KPIs with long-term brand health, while Ashish Tiwari spoke about data democratization—giving cross-functional teams access to unified dashboards for quicker, aligned decisions.
Attribution, Privacy, and Precision
Sneha Jha shed light on the growing importance of multi-touch attribution and the delicate balance between precision and privacy in a post-cookie world. Harpinder Singh added a travel industry lens, discussing how digital data helps track complex, high-involvement customer journeys.
Anshul Batra brought in the advertiser’s perspective, highlighting how first-party data and incrementality models are replacing outdated attribution frameworks. His message was clear: it’s time for brands to rethink how they connect measurement with ROI.
Purpose Meets Performance
Shantanu Chauhan closed the loop with an important point—measurement isn’t just about what worked, but why. As he put it, aligning performance metrics with brand purpose can reveal deeper consumer insights and drive more meaningful engagement.
Across the board, the panel agreed: measurement today must evolve from being a rearview mirror to a growth engine. This means breaking down data silos, investing in the right tools and talent, and building a culture where measurement drives decision-making—not just reporting.
A Word of Thanks
We’re also proud of Udit Verma’s contribution to the Modern Marketing Reckoner 2025, featured on Page 97. His perspective on performance and accountability adds rich context to the broader narrative around marketing effectiveness.
Final Takeaway
In an era where data is abundant but clarity is rare, “The Future of Measurement” offered a refreshing, real-world take on how to turn insight into impact. The session was a reminder that the future belongs to marketers who measure less—but measure better.
Here’s to a future where every metric is meaningful—and every insight moves the needle.
