- Establish best practices for providing customer value and growing first-party data
- Stay focused on the full decision funnel to balance short-term wins with sustained growth
- Incorporate a test & learn approach into your strategy
Customer Story
How Cox Communications Stayed Close to Their Customers Despite Data Deprecation
How can brands uncover new ways to grow customer connections in the midst of data deprecation and changing privacy regulations? We sat down with Cox Communications’ Mallory Fetters to discuss.
#1
00:02:48
Data Deprecation
#2
00:12:03
Long-Term Impact vs Short Termism
#3
00:17:40
First Party Data
#4
00:20:19
Unified Data Infrastructure
#5
00:24:38
Testing and Scenario Planning
Hear how Cox Communications worked with Analytic Partners to:
Analytic Partners’ Commercial Mix Models not only allows us to leverage more aggregate data sets but it also gives us a more holistic view into how non-marketing factors in the ecosystem are influencing our business. It’s also enabling us to really evolve our measurement agenda to go more and more granular – including the effectiveness of individual digital partners, messaging strategies, optimal products mixes, etc.
Mallory Fetters
Senior Director, Marketing Sciences
Maggie Merklin
Chief Customer Officer,
Analytic Partners
Mallory Fetters
Senior Director, Marketing Sciences, Cox Communications
