The Proof Behind the Mix: How Gap Turns Culture Into Measurable Growth
Damon Berger, Head of Consumer Digital Engagement at Gap Inc., joined the Brand Builder’s Playbook to explain how marketing mix modeling becomes more than a finance tool. For him, it’s a mirror that reflects how well a brand connects with its customers. When you treat the model as a scorecard for relevance, not just return, […]
The Brand Builder’s Playbook Ep 7: Smart Spend
Three Tests to Optimize Your Brand and Performance Marketing Mix
The tension between brand and performance marketing has become one of the major corporate issues of our times. That’s why we co-authored a feature article for the Harvard Business Review on how to address it. The bottom line in that article is that brand and performance marketing could work better together by making the former […]
Neustar and BERA Partnership
Neustar and BERA Partner to Help Marketers Measure and Optimize Their Brand Building Investments Across Marketing Channels. By integrating with BERA, Neustar Optimizer™ ties marketing investments and tactics to critical brand health metrics to prove the long-term impact of branding on the business. December 7, 2021 – RESTON, Virginia, Neustar, Inc., a TransUnion company, today announced a […]