Geosplitting: How Delivery Hero Measures True Ad Impact

In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Shayanta Paul, Director of Performance Marketing at Delivery Hero, one of the world's largest food delivery businesses. Managing marketing operations across 10 companies in 70 countries, Shayanta shares how sophisticated performance marketers navigate the complex challenges of multi-market operations, data fragmentation, and increasingly automated advertising platforms. From her early days at Google India to scaling performance marketing at global scale, Shayanta reveals the tactical frameworks and measurement strategies that drive success in highly competitive, margin-sensitive markets where traditional attribution models fail. Topics Discussed: Building data-driven marketing foundations across multiple markets and business models Developing measurement frameworks when third-party attribution breaks down Balancing acquisition versus retention spend in margin-constrained businesses Leveraging geosplitting and first-party data for incrementality measurement Evolving team structures as advertising platforms become more automated Implementing AI-powered creative production at scale across diverse markets Identifying undervalued marketing channels before they become saturated