Cross-Channel Integration Planning
Coach
Continuously driving organizational change and enterprise results by evolving the way this retailer operates and measures success from last click ROAS to Enterprise Marketing Return with a cross-channel planning approach, full mix execution, Marketing Analytics Platform insights, and global reporting dashboards.
Scope
Creative
Integrated Media Planning & Optimization
Marketing Analytics Platform
Owned Digital Media
Paid Digital Media
Strategy Consulting
Traditional Media
Opportunity
A $4B luxury fashion retailer was seeking a new agency of record to help them reinvent how media is used to achieve ecommerce, store, and customer goals across their core and outlet businesses. They wanted to get smarter by implementing a customer-centric approach, identifying profitable incremental media investments, and evaluating performance through advanced analytics.
Impact
- Delivered phenomenal performance after just 6 months of management, growing total revenue by +153% to last year, exceeding plan by nearly 10%
- Improved core business revenue by +41% to last year while aggressively scaling immature outlet business model +432% to last year
- Leveraged EMR to set new media thresholds to profitably scale total Paid Media budgets over +200% to last year across channels, driving increased ROAS, reduced CPMs, reduced CPCs
Approach
1. Initiated a holistic planning process across key stakeholders, which previously lived in channel siloes. Today this includes planning fluidly across businesses, funnel stages, channels, and customer types to maximize enterprise return.
2. Defined and continuously coming back to a customer-first media strategy tied to broader business objectives and consumer insights, including considerations for forecasts, budgets, flighting, creative, audiences, and measurement at a tactic and partner level.
3. Continuously balancing upper funnel brand efforts with digital investment to build product awareness and expand consumer interest while driving quality traffic to site and stores, connecting OOH and print media with digital media goals, budgets, channels, and KPIs.
4. Partnering with merchandising team on key product releases, impact to fulfillment, and inventory to ensure a positive consumer experience and maximized enterprise margin.
5. Leveraging Marketing Analytics Platform’s to measure media’s impact on in-store and ecommerce demand.
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