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Customer Story

How VF Corporation Used Marketing Analytics To Seize Market Share

What VF Corporation’s marketing analytics program enabled them to do, in partnership with Analytic Partners:

  • Create a holistic, predictable, data-driven marketing strategy
  • Identify exactly which marketing tactics propel the business forward, and make tough decisions with confidence
  • Find the most effective balance between upper and lower funnel tactics
  • Capitalize quickly on changes to competitors’ marketing mix

Brand vs performance – how to find the right mix

Two swimmers race in separate lanes of a pool. The swimmer in the foreground, wearing a red swim cap and goggles, does the butterfly stroke ahead of the other swimmer. The image is mostly black and white except for the red cap and lane markings.

VF Corporation used marketing analytics to better understand the commercial impact of upper and lower funnel tactics – and how to respond most successfully when their competitors pulled back on brand marketing.

See for yourself what data from more than 750 brands, 45 countries and $100bns of spend shows about the dangers of sacrificing brand for short term sales.

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