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LinkedIn report says that very few Indian Digital Marketers can calculate ROI correctly. Pixabay

When it comes to measuring return on investment (ROI), only 3 per cent of digital marketers in India are calculating ROI correctly — one of the lowest among all regions and lower than the global average of 4 per cent, a LinkedIn report said on Wednesday.

While 78 per cent digital marketers in India claim to be measuring digital ROI long before a sales cycle has concluded, only 3 per cent of digital marketers are measuring ROI over a six-month period or longer.


This means that many marketers are likely not measuring ROI at all, said the ‘The Long and Short of ROI’ report by Microsoft-owned professional networking platform conducted among 4,000 marketing professionals across 19 countries, including India.

“The report highlights how Indian marketers are struggling to measure the true impact of performance; they are thinking short-term and are measuring KPIs (Key Performance Indicators) instead of ROI,” said says Virginia Sharma, Director, Marketing Solutions – India, LinkedIn.

“Measuring too quickly can have a poor impact on campaigns, specifically in industries such as higher education and real estate where it can take months of consideration before sale,” Sharma added.

Most Indian marketers measure ROI within the first 30 days of the campaign, which results in an inaccurate reflection of the actual return, considering that sales cycles are 60-90 days or longer.


The LinkedIn report found that Indian marketers are struggling to measure the true impact of performance. Pixabay

Fifty per cent digital marketers rely on inaccurate metrics and use cost-per-click as their ROI metric, which does not show impact-per-advertising dollar spent.

As opposed to 58 per cent globally, 64 per cent Indian marketers acknowledged that they needed to show ROI numbers to justify spend and get approval for future budget asks.

This clearly shows how pressured Indian digital marketers are internally, hence rushing to measure and prove ROI, the report noted.

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While 60 per cent of Indian marketers who measure ROI in the short term end up having budget reallocation discussions within a month, 47 per cent of Indian digital marketers don’t feel confident about their ROI measurements today, the report added.

With over 60 million users, India is LinkedIn’s fastest-growing and largest market outside the US. (IANS)


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Japan launched its new satellite, QZS-1R.

Japan has successfully launched a new navigation satellite into orbit that will replace its decade-old navigation satellite.

The satellite, QZS-1R, was launched onboard an H-2A rocket that lifted off from the Tanegashima Space Center at 10.19 p.m. on Monday night, Mitsubishi Heavy Industries said in a statement.

The company builds and operates H-2A rockets the Japan Aerospace Exploration Agency (JAXA).

QZS-1R is a replacement for Quasi-Zenith Satellite System 1 satellite first launched in 2010. “It was a really beautiful launch," the company said in a tweet after a successful lift-off.

"H-IIA F44 flight proceeded nominally. Approximately 28 minutes 6 seconds after launch, as planned, the payload separated from the launch vehicle," the statement said.

The official QZSS website lists four satellites in the constellation: QZS-1, QZS-2, QZS-3 and QZS-4, Space.com reported.

The QZSS constellation will eventually consist of a total of seven satellites that fly in an orbit passing through a near-zenith (or directly overhead) above Japan, and QZS-R1 is meant to share nearly the same transmission signals as recent GPS satellites, according to JAXA.

It is specially optimised for mountainous and urban regions in Japan, JAXA said.

Mitsubishi's H-2A 202 rocket launch system has been operational since 2003 and has sent satellites to locations such as Venus (Akatsuki) and Mars (Emirates Mars Mission).

The latest H2-A rocket launch is the first since November 29, 2020, when Japan launched an advanced relay satellite with laser communications tech into orbit, the report said. (IANS/JB)


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