SharkNinja's SVP Ashley Eckerlin talks about how the brand honed their advertising investment strategy as media mix becomes more diversified and how they are measuring impact now.
Identify direct and indirect effects of online retail sales channels like Amazon
Integrate a CMA program with other types of research and performance metrics
Implement a practice of experimentation and obtain executive buy-in to try new methods
Understand the role of non-marketing, especially during COVID
Recorded at ARF AudiencexScience 2021
"Commercial Mix Modeling allows us to tease apart whats working, what's not, and where we should put that next dollar."
Senior Vice President
Senior Vice President,
Senior Vice President, SharkNinja
Commercial Analytics: Measurement Evolved
SharkNinja benefited extensively from Commercial Analytics - find out more about how Commercial Analytics differs from traditional measurement methodologies, and why it is becoming the approach that growth-minded marketers are favouring and relying on.