Keerthi Kumaravelu

Ecommerce & Omnichannel Manager APAC

Lego

Keerthi Kumaravelu is an active speaker and coach sharing her experiences in Brand building and Commercial drivers with more than 8+ years of experience in Procter & Gamble and LEGO; building, expanding and guiding businesses across Asia Pacific. She enjoys defining & scaling success models; delivering growth in challenging businesses via her deep understanding of APAC markets, channels & consumers, driving sustainable and profitable businesses. Her expertise lie in digital marketing, big data analytics & modelling, new channel activation such as E-commerce & Omnichannel and framework for business turnarounds.

Talks

'Don't miss the forest for the trees'- how to improve the real effectiveness & grow a business

by Manager, Ecommerce & Omnichannel, LEGO

We all define key performance indicators, aka KPIs, for all campaigns we run. We measure these KPIs, optimise and hope to make better decisions for remaining campaigns. There are many tools that help us optimise as such i.e. Market Mix Modelling (MMM), simple tracking dashboards etc. But is this really enough? Are we missing out on anything? (‘the forest for the trees’) Optimising within our universe is great, but actively seeking opportunities and taking calculated risks to tap onto these new areas, takes courage but that’s what becomes a game changer driving high ROI and high growth business. Let’s deep dive with some examples.

Don't miss the forest for the trees- how to improve the real effectiveness & grow a business

by Ecommerce & Omnichannel Manager, LEGO

We all define key performance indicators, aka KPI's, for all campaigns we run. We measure these KPI's, optimise and hope to make better decisions for remaining campaigns. There are many tools that help us optimise as such i.e. Market Mix Modelling (MMM), simple tracking dashboards etc. But is this really enough? Are we missing out on anything? (the forest for the trees) Optimising within our universe is great, but actively seeking opportunities and taking calculated risks to tap onto these new areas, takes courage but that's what becomes a game changer driving high ROI and high growth business. Le's dive deep with some examples.

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