Cheat sheet
Assign each medium a funnel job and account for overlapping audiences.
What to check first
Compare reach and marginal contribution under a common window.
How to make the call
Test a mix change at market level before assuming channel contributions add up.
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Indian practice case
Fictional scenario
A Bengaluru home brand splits ₹5 lakh across video, search and remarketing.
Reveal the step-by-step solution
- Diagnose the problem.
Compare reach and marginal contribution under a common window.
- Work through the evidence.
Use video for discovery and search for intent. Exclude existing buyers when estimating new-customer reach.
- Recommend and validate.
Test a mix change at market level before assuming channel contributions add up.
More Indian cases
Interview question
How would you use digital media mix to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Use video for discovery and search for intent. Exclude existing buyers when estimating new-customer reach. Test a mix change at market level before assuming channel contributions add up.