Insights · Data study

Everything we've written on Data study.

2 pieces on data study — measurement, method and the parts most agencies leave out.

Ranchi · India → World · MMXXV

Data study 2 Industry 2 Strategy 4 Diagnosis 1 Measurement 2 Playbook 3 Content 1 Technical 1 AI 2 Point of view 1 Growth 1

Data study

India digital ad benchmarks 2026: CPM, CAC and payback by category

What acquisition actually costs in India this year — Meta and Google CPMs by city tier, CAC and payback ranges by category, and the reporting gap between platform ROAS and contribution margin. Drawn from the accounts we run and audit.

16 min · Aug 2026

Data study

Who AI actually cites: an audit of ChatGPT, Perplexity and Google AI Overviews for Indian marketing queries

We ran a repeatable set of commercial queries through the major answer engines and recorded which sources they cite. The pattern is not what SEO teams expect — and it is very gameable, in a good way.

14 min · Jul 2026

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