Sample Answer
(S) In B2B SaaS with 3–6 month cycles, I’ve rarely seen a linear journey, so attribution needs to be directional, not perfect. (T) My goal is to understand which channels and touchpoints contribute most to pipeline and revenue so we can optimize spend. (A) I typically use a hybrid model. Operationally, we implement a primary model in our MAP/CRM—often position-based or data-driven if available—and ensure consistent UTM governance. In parallel, I run cohort and lift analyses: comparing exposed vs. non-exposed audiences, branded search trends, and assisted conversions from channels like paid social and content. I also track leading indicators (CTR, demo requests, high-intent content engagement) and connect them to downstream metrics (SQLs, pipeline, ARR) in a BI tool. I socialize limitations with stakeholders so decisions are based on patterns, not single-touch data. (R) Using this approach at my last company, we rebalanced spend by 25% toward channels with higher pipeline contribution, improving marketing-sourced pipeline by 30% and reducing blended CAC by 18% over two quarters.
Walk me through a recent multi-channel digital marketing campaign you managed end-to-end. How did you set objectives, choose channels, allocate budget, and measure success?
Based on your hydrology and irrigation engineering background, explain how you would estimate the irrigation water requirement for a kharif crop in a semi-arid region of Gujarat. Walk me through each step: from reference evapotranspiration estimation, crop coefficient selection, effective rainfall calculation, to arriving at canal discharge for a given command area.
In your civil engineering studies, what specific design coursework or project work did you complete related to irrigation channels or canals (e.g., design of lined/unlined canals, distributaries, minors)? Describe one such design in detail, including how you determined discharge, permissible velocity, section dimensions, and lining choice for Gujarat-type soil and climate conditions.
In your resume you note improving or optimizing [a process, KPI, or metric]. What specific baseline metrics did you start from, what steps did you personally take, and how did you verify that the improvement was due to your changes rather than external factors?
On your resume you mention working on a cross-functional project (e.g., involving multiple teams or stakeholders). Describe a situation from that project where priorities conflicted—how did you navigate the trade-offs and what was the final outcome?