Hear how Carter's Inc. worked with Analytic Partners to:

• Develop a strategy for the best practices to keep in mind to adapt to changing consumer behavior

• Build a culture of change within the organization

• Design the right analytics framework to gain meaningful insights

Recorded for Ad Age Studio 30 Live in 2022

"We wanted to better understand the hierarchy of the roles of our channels, and how the channels play in the total ecosystem to drive new customer acquisition, engagement and more. Last click is not going to show you those dynamics of how the channels play together."  

Jennifer Lee-Harrison

VP of Demand Generation

Mike Menkes
Vice President,
Analytic Partners

Jennifer Lee-Harrison
Vice President, Demand Generation, Carters Inc.

John Dioso
Editor,
Ad Age Studio 30

ROI GENOME FLASH
Brand vs Performance - how to find the right mix 

Carter's appreciated the difficulties of measuring the impact of brand initiatives, but also the need to understand exactly how and where these activities impacted awareness, consideration and even the purchase decision.

In our ROI Genome Flash, we examine the commercial value of  brand messaging's halo effect on performance marketing - and prove the need for a well-designed mix of the two tactics.