THE ART & SCIENCE OF MEDIA STRATEGY
Led the brand to more numbers based approach to media planning effectiveness through work with both Kantar and Accenture. Stronger insights via attribution modelling and campaign effectiveness for non priority models in determining where dollars should be deployed. By building a multi-faceted tech stack through tagging, DMP utilization, leveraging Salesforce.com and more effective DCO work with our programmatic strategies, these tools delivered great learnings to avoid similar mistakes in the process and higher gains by 10% year one in the image metrics.