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Anup Oommen
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Metrics that matter: ‘Stop chasing clicks, start orchestrating commerce’

Anup Oommen
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Leaders across brand, agency and adtech tell Campaign Middle East that the time has come to develop a more nuanced understanding of contribution margins, incrementality, lift and lifetime value; and to build systems that knit online and offline into one seamless journey.

TOP ROW, from left: Sachinn J Laala, Chief Executive Officer, Liquid Havas Market; Chris Bishop, Ecommerce Director, SQUATWOLF; Siham Arif, Associate Director - Ecommerce MENA, WPP Media; Kareem Al Saady, Regional Director – Retail Media and Retail Partnerships, talabat; and V. Nandakumar, Director – Marketing and Communications, Lulu Group International. BOTTOM ROW, from left: Waseem Afzal, Founder and CEO of Platformance; Gagandeep Singh, Head of Analytics & Machine Learning, StarzOn and Head of enfuse, e&life; Krinio Christaras, Head of Consumer Experience MENAP, Mondelez International; Rajesh Verma, General Manager – Middle East, Epsilon; and Subhan S. Ahmad, Senior Marketing, Growth and Digital Consultant.TOP ROW, from left: Sachinn J Laala, Chief Executive Officer, Liquid Havas Market; Chris Bishop, Ecommerce Director, SQUATWOLF; Siham Arif, Associate Director - Ecommerce MENA, WPP Media; Kareem Al Saady, Regional Director – Retail Media and Retail Partnerships, talabat; and V. Nandakumar, Director – Marketing and Communications, Lulu Group International. BOTTOM ROW, from left: Waseem Afzal, Founder and CEO of Platformance; Gagandeep Singh, Head of Analytics & Machine Learning, StarzOn and Head of enfuse, e&life; Krinio Christaras, Head of Consumer Experience MENAP, Mondelez International; Rajesh Verma, General Manager – Middle East, Epsilon; and Subhan S. Ahmad, Senior Marketing, Growth and Digital Consultant.

The scoreboard is being rewritten. Over the past few months, advertising conversations have distilled down to clicks and return on ad spend (ROAS) – a tidy ratio that promises clarity on marketing effectiveness. But tidy on the table, quite often, doesn’t reflect the clutter in closed cabinets.
As consumer journeys splinter across channels and commercial pressures mount, leaders are pushing for instruments that track not just motion, but momentum; tools that track profit, not just pace.
What’s emerging is a playbook that asks tougher questions. Metrics such as contribution margins, incrementality and platform lift get closer to the heart of value creation. They travel without the usual


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Tags:adtechAdvertisingBrandbrand healthbrand liftBusinesschannelsChris Bishopclarityclickscontribution marginsdashboardsEcommerce.eLifeenfuseEpsilonGagandeep SinghHavas Middle EastincrementalityKareem Al SaadyKrinio ChristarasLiquid HavasLiquid HAVAS MarketLuLu GroupLulu Group Internationalmarketingmeasurementmediametricsmondelez internationaloutcomesplatform liftPlatformanceprofitabilityPublicis Groupe Middle EastRaj VermaRajesh Vermaretailreturn on ad spendReturn on InvestmentrevenuesROASROISachinn J LaalaSiham ArifspeedSquatwolfStarzOnSubhan AhmadTalabattrade-offsV. NandakumarValue creationvisibilityWaseem AfzalWPP Media
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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