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Q. Share of Model is being billed as the new marketing metric in the GenAI world. Referring to the number of mentions of a brand by one or multiple LLMs, as a proportion of total mentions of brands in the same category. Have Indian marketers woken up to this new metric? Or it’s early days yet?
A. IMHO- it’s an old wine in a new bottle. Erudite academicians would vehemently object to it but let me elaborate my stand. Metrics of Business and Marketing (quantitative or qualitative) have always been there for eons. It’s getting sophisticated, thanks to technology and cognitive progression. The arrival of Generative AI/ LLM have made the precision of predictive/ attribution modelling more precise and scientific. But fact remains that some form of metrics have been there to know the ROI of investments in terms of allocation of resources. Secondly, brands have always evaluated their competitive position in the market- the analysis are getting more and more sophisticated. And CMOs wake up before any journalistic interrogation. New age CMOs are more tech savvy than previous cohorts. So, they develop faster adoption of new measurement tools to tick all the boxes of performance evaluation. I must admit that the Share of Model (SOM) metric is a robust metric with whatever public domain knowledge I have.