Presented by yellowHEAD
In digital marketing, there’s no such thing as a one-size-fits-all creative for all platforms. To really perform, you need data. Learn how to use data to optimize your creatives for every channel, align your strategy with user demographics, and get results in this on-demand VB Live event.
Digital marketers face a singular challenge: trying to educate and win customers over and unlock loyalty in an increasingly fragmented media and advertising landscape, says Courtney Lawrie, global head of brand and integrated growth marketing at Wayfair. At Wayfair, they’re well positioned to tackle this challenge, however.
“We’ve taken a data-driven and performance-oriented approach in our personalization and relevance initiatives since day one,” Lawrie says. “We make that happen at scale by leveraging our in-house software programs, our machine learning algorithms and analytics, to ensure that we’re serving every customer the optimal content at the right time on any touch point across all different types of platforms.”
In the home category, she explains, customers are driven by inspiration, and often have a unique vision for their home. With data, they’re working to anticipate their customers’ needs and to create a shopping experience uniquely tailored to their tastes, which directly informs content and creative asset creation efforts.
At Burt’s Bees, says Melissa Culbertson, associate manager of…