In this episode, Julie interviews Ravi Shankar, the CMO of CARSOME Group and former Chief Growth Officer of AirAsia, about his data-driven marketing approach and how he uses data and technology to solve business problems. Ravi's Career Journey : Ravi shares his career journey from being a PHP developer to becoming a marketing leader, and how he learned to use data and technology to optimize campaigns, generate content, and rank organically on search engines. The AirAsia SEO Case Study : Ravi also reveals the AirAsia SEO case study, where he and his team used a programmatic solution to create tens of thousands of pages for different routes and destinations, and then enhanced the content for the pages that ranked well on Google. To solve business problems, Ravi takes a mix of technical and organizational approaches to bridge the gap between identification and launch. This led them to boost their organic traffic to their website with minimal human involvement!  Importance of Having a Measurement Framework that Aligns with Business Goals : Ravi also explains the importance of having a measurement framework that aligns with the business goals and metrics, and how he convinces the stakeholders to adopt it. He also gives some tips on how to avoid falling into the attribution trap and focus on incrementality instead.