How Cox Communications Stayed Close to Their Customers Despite Data Deprecation

Hear how Cox Communications worked with Analytic Partners to:

• Establish best practices for providing customer value and growing first-party data

• Stay focused on the full decision funnel to balance short-term wins with sustained growth

• Incorporate a test & learn approach into your strategy

Recorded for AdAge Studio 30 Live 2021

"Analytic Partners' Commercial Mix Models not only allows us to leverage more aggregate data sets but it also gives us a more holistic view into how non-marketing factors in the ecosystem are influencing our business. It's also enabling us to really evolve our measurement agenda to go more and more granular - including the effectiveness of individual digital partners, messaging strategies, optimal products mixes, etc."

Mallory Fetters

Senior Director, Marketing Sciences

Maggie Merklin
Chief Customer Officer,
Analytic Partners

Mallory Fetters
Senior Director, Marketing Sciences, Cox Communications

WHITEPAPER
Commercial Analytics: Measurement Evolved

Cox's success in marketing effectiveness came largely from the holistic view that they gained from Commercial Analytics. 

Find out more about this modern marketing measurement methodology, how it differs from traditional approaches, and why it is becoming relied upon by growth-minded marketers.