Blogs

I can't believe it's been 4 years since I joined the Komli family. So much has changed during this time - from 22 employees in India to over 400 in 12 countries. Our business has grown phenomenally with revenues increasing over 25 times during this period. It’s been a great ride so far; now it’s time to change again and re-invent Komli.

Over the last few weeks, the leadership team and I have spent a lot of time thinking about how to re-engineer Komli, allowing us to move faster in high growth markets. The changes we announced today will make Komli more focused and agile.

Change is never easy, but it is important. With these goals in mind, here is what we're doing:

Creation of a Global Revenue Organization - Consumer behavior is changing across desktop, mobile, social and video in our core markets and consequently the message from our customers is very clear – we need to have an integrated approach that effectively stiches together our solutions for their needs. The newly created Global Revenue Organization will be tasked with maximizing our revenues and margins across all regions and products through better information sharing, improved go-to-market plans and faster decision-making. I will be sharing more information about the new 'org' soon.

Increased focus on Core Markets – We also announced a number of initiatives that streamline and consolidate our operations to increase agility and focus. As part of these changes, we will focus our efforts on our core high growth markets which include India, South East Asia and Australia/New Zealand. And we will spin out our businesses in North America and the UK as standalone entities. They’ve done a great job of driving the business so far and they will continue to do so.

I firmly believe that these initiatives, coupled with ongoing programs will make Komli a more focused and agile company to work with!

In a vast ocean of consumer and media-related data, the Gigawatts of power devoted to number crunching is essentially for the purpose of finding correlations or patterns in all the randomness.

There are already many proven ‘algorithms’ that successfully predict a future action with high confidence. However, there is still much speculation about what ‘works’, so ‘test budgets’ are still the MO of many advertisers.

One data point worth discussing is what we call Behavioral Capture Points, or BCPs, and how BCPs correlate to the extent of site engagement, or for that matter, campaign performance.

At the risk of acronym overkill, Komli’s premium media network (guaranteed inventory) sits on a Data Management Platform (DMP). This elegant piece of technology captures every action by every visitor on a site – links selected, search terms used, video watched, content read and products purchased (or not). The list goes on.

Every action is mapped as a BCP, which in turn gives any site with a DMP connection a BCP score. It’s this score that Komli relies on in no small measure to validate (and value) our premium publishers.

Why? Because the correlation between a BCP score and audience engagement is a lot stronger than when simple measures like average session duration or average page impressions are applied.

There’s simply no reason why an advertiser should not query a publisher about their BCP score, along with various other audience metrics. 

Examples of BCPs: