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Northern India Registers Critical Fall in Groundwater Levels

Pre-monsoon water level data 2018 has been compared with the decadal average (2008-17) water level

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The Board usually carries out groundwater monitoring four times in a year in different states. Pixabay

Northern India has registered a critical fall in groundwater levels ranging between 75 and 85 per cent, according to a monitoring report by the Central Ground Water Board (CGWB).

The newly set up Jal Shakti Ministry furnished the CGWB data to Parliament in response to a query from Haryana BJP MP Ramesh Chander Kaushik.

The Board usually carries out groundwater monitoring four times in a year in different states.

“In order to assess the declining/rising trend in water level on a long-term basis, pre-monsoon water level data 2018 has been compared with the decadal average (2008-17) water level. Analysis of data indicates decline in ground water level in about 52 per cent of the wells being monitored,” said the Parliament statement.

India, Groundwater, Jal
) Northern India has registered a critical fall in groundwater levels ranging between 75 and 85 per cent. Pixabay

Punjab, a leading agrarian state, suffered the highest 84 per cent decline in groundwater levels in the 216 wells monitored followed by Uttar Pradesh, which recorded 83 per cent dip in 563 wells.

Jammu and Kashmir came third place (81 per cent fall in 244 wells). The groundwater crisis is also acute in the national capital and neighbouring states.

Delhi, Haryana, Chandigarh, Himachal Pradesh and Uttarakhand have recorded a sharp fall in the groundwater levels, ranging from 70 to 80 per cent.

Rajasthan, a semi-arid state, reported 49 per cent dip in the groundwater level. Maharashtra and Madhya Pradesh recorded a decline of 53 to 59 per cent.

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The CGWB analysed 14,243 wells across the country. Of this, 6,786 recorded a rise in groundwater levels but 7,412 wells showed the opposite result.

“Ground water levels in various parts of the country are declining because of continuous withdrawal due to reasons such as increased demand of fresh water for various uses, vagaries of rainfall, increased population, industrialization and urbanization,” cited the Jal Shakti Ministry.

The Ministry also cited the example of states which have done well in water management. These include Rajasthan, Maharashtra, Gujarat, Telangana and Andhra Pradesh.

India, Groundwater, Jal
The newly set up Jal Shakti Ministry furnished the CGWB data to Parliament in response to a query from Haryana BJP MP Ramesh Chander Kaushik. Pixabay

The southern states of Kerala, Telangana and Puducherry recorded a decline of 40 to 46 per cent. Andhra Pradesh and Tamil Nadu, which is facing a huge water crisis, saw a 60 per cent tumble.

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Tripura in the northeast saw the lowest decline of 16 per cent dip and Goa 29 per cent. (IANS)

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Only 3% Indian Digital Marketers Calculate ROI Correctly: LinkedIn

According to a report by LinkedIn only 3% Indian digital marketers measure ROI correctly

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LinkedIn report
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.

Measuring ROI- LinkedIn
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)