CUSTOMER STORY

Samsung, Galderma and Analytic Partners

We sat down with Samsung and Galderma to discuss the most important aspects to stay ahead of the curve in an ever-evolving marketing landscape.

Hear our panel's thoughts on...

#1 Long-term impact vs short termism
00:14:56


 

#2 Brand vs Performance
00:23:51


#3 Where Does Media Have An Impact?
00:30:38


#4 The Effect of Halo
00:36:10


#5 Upper Funnel vs Lower Funnel Focus
00:45:33

Hear how Samsung and Galderma worked with Analytic Partners to:

  • Take full advantage of holistic measurement and the importance of understanding media contribution and halo in real-time
  • Uncover the marketing truths about where, when and who media is impacting

  • Leverage test & learn tools and use outside sources to look beyond one’s own brand

  • Gain organizational buy-in to start experimenting outside the comfort zone

Recorded at EffWorks Global 2021

 

"You want an investment for today and tomorrow? You need to choose the right media and the best creatives. And we as a business need to decide what is the way we are going to measure them, in the short-term and the long-term. And insights like this start conversations with your internal stakeholders." 

Rupesh Patel

Marketing Strategy and Insights

Samsung

Speakers


 

Kevin-OFarrell_bk

Kevin O'Farrell
Associate Vice President,
Analytic Partners

 

Justine-ONeill_bk

Justin O'Neill
Senior Director, UK & Ireland,
Analytic Partners

 

Agata-Sobczak_bk

Agata Sobczak
Global Media Data and Analytics Manager, Galderma

 

Rupesh-Patel

Rupesh Patel
Marketing Strategy & Insights,
Samsung

 

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Brand vs Performance - how to find the right mix 

Understanding where and how marketing activities were having an impact was crucial for both Samsung and Galderma - in particular, how impact would be seen over the long-term, as well as immediately.

In our ROI Genome Flash, we examine how brand and performance marketing impact overall effectiveness, and especially how to mix the two for optimum short and long term gain.

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