Nikhil Raj. R @nikhilrajr

Digtial Marketing Kerala, India Joined May 2010

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Nikhil Raj. R @nikhilrajr

4 days ago

Reach tells you how many saw your ad. Attention tells you how well they processed it. The two aren’t substitutes. Attention is the multiplier on reach.

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Nikhil Raj. R @nikhilrajr

a week ago

Most brands overestimate scale and underestimate attention.

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Nikhil Raj. R @nikhilrajr

a week ago

A/B tests tell you what works. Lift tests tell you why it worked. You need both. One without the other is just guesswork with pretty graphs.

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Nikhil Raj. R @nikhilrajr

a week ago

CPM is up 30% but frequency doubled - it’s not a problem, it’s a strategy. Pay for attention, not just cheap impressions.

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Most ads don’t fail because of bad targeting. They fail because they sell wants instead of creating needs. Great marketing = turning “nice to have” into “can’t live without". Apple does this every September.

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Nikhil Raj. R @nikhilrajr

2 weeks ago

Conway’s Law: Any system designed reflects the communication structure of the organization. Messy org chart = messy architecture. Fix the org, fix the system.

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Nikhil Raj. R @nikhilrajr

2 weeks ago

The Bike Shed Effect: Teams love to debate trivial stuff like logo colors, button shapes. Because it’s easy to grasp. Meanwhile, the hard, important problems get ignored. Efficiency = shifting focus back to the tough calls, not the paint job.

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Nikhil Raj. R @nikhilrajr

2 weeks ago

Brand lift ≠ ROI. Incrementality ≠ attribution. Both matter. If you’re not testing holdouts, you’re playing in the dark.

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Nikhil Raj. R @nikhilrajr

2 weeks ago

Return on Creative is the next ROI. Test > score > scale. Don’t just make pretty ads; make ads that perform.

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Nikhil Raj. R @nikhilrajr

3 weeks ago

Most marketers still report last click attributed metrics. We obsess over incrementality. If your ads don’t move the baseline, they’re just vanity metrics.