Balendu is a strong evangelist of Digital. His first business report was in 2000 estimating the E-
Commerce market and laying down models that a lot of companies follow now. Since then, he
has been developing cutting edge models to measure digital and defining means of success in the
world of Digital Advertising.
Today, Balendu is on a mission – and more important than any work he has done in the past! The
age of mis-information has unfortunately percolated to the sterile world of data where KPIs are
being drawn up marketers to drive their own agenda. Surrogates in form of Likes, Comments,
Shares, Video views, CTRs, etc. have distracted Marketers and reduced digital to a trivial medium
in their minds.
His constant endeavor is to move the marketers away from measuring proxy metrics to business
outcomes and metrics that matter. For the past 5 years, working across Facebook offices, he is
an integral part of the Marketing Science team managing the top accounts of Facebook in APAC.
He has played a strategic role in developing the cross-platform and cross-media measurement
approaches across clients measuring the real business outcomes. He has been involved in running
meta data analysis for Facebook APAC advertisers that prove the efficacy of Digital over
traditional advertising.
Prior to Facebook, Balendu worked with Kantar India for 13+ years where he was heading the
Digital business and developed products like WAM (Web equivalent of TAM) used today in
multiple markets. He has also served as an Executive Member of Kantar Digital Board.
Balendu is an avid speaker and has presented in several Facebook events as well as industry
conferences. He has been on the Board of I-COM India Digital Board, I-COM Global Attribution
Board, IAMAI Research Council and Board Member of Digital Board, Kantar.
In his spare time, Balendu enjoys teaching in Business schools around Analytics, Market
Research and Marketing. Trivia: He is quite a terror in the online gaming circuits!
