Madalasa Venkataraman
Madalasa Venkataraman
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Madalasa Venkataraman is a researcher at heart and a contrarian by nature. Armed with over 18 years of experience across marketing, finance insurance, and urban governance, Madalasa drives the culture of innovation at TEG and encourages the team to challenge the status quo. A fellow from IIM Bangalore, Madalasa also teaches finance and econometrics courses at IIMs and other prestigious universities. She is an avid columnist and her publications are frequently seen in academic and policy journals. When she’s not torturing data to confess to its deep, dark secrets, Madhu destresses with mind-numbing pulp fiction.

Unified Marketing Models: Jointly optimising Advertising Efficiency And Effectiveness

Half the money I spend on advertising is wasted; the trouble is I don’t know which half – John Wanamaker (1838-1922), a pioneer in introducing department stores Advertising efficiency and effectiveness is a subject that has long engaged marketers. The…

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