How the retailer is navigating the changes of the last 18 months by using analytics to make smarter business decisions and future-proof for success.
Develop a strategy for the best practices to keep in mind to adapt to changing consumer behavior
Build a culture of change within the organization
Design the right analytics framework to gain meaningful insights
Recorded for Ad Age Studio 30 Live in 2022
"We wanted to better understand the hierarchy of the roles of our channels, and how the channels play in the total ecosystem to drive new customer acquisition, engagement and more. Last click is not going to show you those dynamics of how the channels play together."
VP of Demand Generation
Vice President, Demand Generation, Carters Inc.
Ad Age Studio 30
ROI GENOME FLASH
Brand vs Performance - how to find the right mix
Carter's appreciated the difficulties of measuring the impact of brand initiatives, but also the need to understand exactly how and where these activities impacted awareness, consideration and even the purchase decision.
In our ROI Genome Flash, we examine the commercial value of brand messaging's halo effect on performance marketing - and prove the need for a well-designed mix of the two tactics.