CUSTOMER STORY

How SharkNinja Optimized Their Marketing Investment Strategies

SharkNinja's SVP Ashley Eckerlin talks about how the brand honed their advertising investment strategy as media mix becomes more diversified and how they are measuring impact now.

Hear Ashley's thoughts on...

#1 SharkNinja's Evolution
00:02:00


#2 Amazon Measurement
00:5:30


#3 Integrating An Analytics Program
00:07:29


#4 Driving Change Management Among Leadership
00:09:35


#5 The Role of Non-Marketing
00:11:40

Hear how SharkNinja worked with Analytic Partners to:

  • Identify direct and indirect effects of online retail sales channels like Amazon

  • Integrate a CMA program with other types of research and performance metrics

  • Implement a practice of experimentation and obtain executive buy-in to try new methods

  • Understand the role of non-marketing, especially during COVID

Recorded at ARF AudiencexScience 2021

 

"Commercial Mix Modeling allows us to tease apart whats working, what's not, and where we should put that next dollar."

Ashley Eckerlin

Senior Vice President

SharkNinja

Speakers


 

Mike-Menkes_bk

Mike Menkes
Senior Vice President,
Analytic Partners

 

Ashley-Eckerlin

Ashley Eckerlin
Senior Vice President, SharkNinja

 

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