We talked to Aleksey Kuznetcov of AdoptoMedia about measuring marketing effectiveness, and he had the following to say:-
First of all, how are you and your family doing in these COVID-19 times?
Aleksey Kuznetcov: Thank you, everything is fine. I managed not to get ill.
Tell us about you, your career, how you founded AdoptoMedia.
Aleksey Kuznetcov: This is not my first project. Since I was 22, I have been involved in launching and developing various startups in the field of communication, image processing, advertising. We launched AdoptoMedia when it became clear that measuring marketing effectiveness is one of the most challenging problems that companies face. The development of Digital Marketing has only made the task more difficult, not simplified it. Today, an average advertising campaign consists of 10+ offline and online advertising channels, as well as targeted communications (e-mail, SMS, push notifications) and call-centers.
How does AdoptoMedia innovate?
Aleksey Kuznetcov: We have developed a system that automatically builds a Marketing ROI assessment and planning model based on historical data. This model allows CFO, CEO, CMO to equally assess the contribution of marketing to sales. An innovative one is our AI-algorithm, which builds models and reduces the time for building a model from 3 months of expensive analysts’ work to several system operation hours.
How the coronavirus pandemic affects your business, and how are you coping?
Aleksey Kuznetcov: During Covid 19, we received multiple business growth because all companies need to rebuild their marketing budget in real-time to adapt to the external environment.
Did you have to make difficult choices, and what are the lessons learned?
Aleksey Kuznetcov: The main thing is a careful attitude to the employees, whom we immediately transferred to the remote mode of work. They were able to move from large cities to the suburbs, where the risk of infection is minimal. We had to close the projects with some clients since they suffered much from Covid 19; anyway, we kept most of them, as we offered discounts on our services.
How do you deal with stress and anxiety?
Aleksey Kuznetcov: Doing sports, enough sleep, and healthy food
Who are your competitors? And how do you plan to stay in the game?
Aleksey Kuznetcov: Our competitors are old type ad agencies that have not realized that the marketing world is changing. Today marketing expertise needs to be backed up by data and calculations, not just experience. When sales fall by 10 percent because of Covid 19, common assurances like “we have the best marketing and creatives” do not help customers to cope with the crisis. We see that unpredictable situations in our industry are helping us deliver the value of our product much faster than before.
Your final thoughts?
For innovative products, any global crisis is an opportunity for growth.
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