Skills & Expertise

Technical Knowledge Base

Long-form deep dives into every skill I've implemented professionally. Each article adapts to your perspective — recruiter, business leader, marketer, or developer.

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Performance Marketing Advanced · 3y

Offline Conversion Measurement

Online Ads → Offline Retail Sales Attribution

I close the attribution gap between digital ad spend and in-store revenue, enabling accurate ROAS measurement for omnichannel retail brands.

Offline Conversion Measurement connects online digital advertising to real-world offline sales events (store purchases, phone orders, in-person consultations) so that ad platforms can optimise toward actual revenue, not just website clicks. I have implemented this end-to-end at Kushals Fashion Jewellery across 100+ retail stores, closing a 40% attribution gap and improving ROAS by 37%.

✓ 37% ROAS improvement after implementing omnichannel attribution at Kushals
✓ Closed 40% revenue attribution gap across 100+ store locations

Meta Conversions API (CAPI) Google Enhanced Conversions OCAPI (Offline Conversion API) Google Merchant Center Local Inventory Ads +3 more

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AI Knowledge Base — Coming Soon

These skill articles are being structured for RAG (Retrieval-Augmented Generation). Soon you'll be able to ask an AI assistant: "Is he right for this job description?" and get evidence-backed answers from this knowledge base.