Media Strategy
Coach
Ovative is helping Coach to unify teams and drive revenue using MAP and EMR.
OPPORTUNITY
- Seeking to reinvent how media is used to achieve ecommerce, store, and customer goals
- Looking to build an actionable source of truth for marketing measurement
- Highly fragmented across teams, LOBs, funnel stages, channels, and customer types – not speaking the same language or moving budgets fluidly based on performance
IMPACT
- Spend profitably increased by over $100M in one year
- Since January alone, Paid Social spend is up $14M with EMR $ up +$31M
- Adoption of EMR and MAP across teams (marketing, finance, merch, etc.)
Approach
- Ovative helped Coach unify disparate teams by implementing a customer-centric approach to planning and measuring using a single metric, EMR, and unified model, MAP
- Built adoption and understanding of EMR and MAP through education sessions and tailored training with cross-functional teams
- Illustrated the incremental impact of budget spent and future value of customers acquired, thereby making the case for increased budgets
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