How can brands uncover new ways to grow customer connections in the midst of data deprecation and changing privacy regulations? We sat down with Cox Communications' Mallory Fetters to discuss.
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."
Senior Director, Marketing Sciences
Chief Customer Officer,
Senior Director, Marketing Sciences, Cox Communications
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.