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. 

Hear Mallory's thoughts on...

#1 Data Deprecation
00:02:48


#2 Long-Term Impact vs Short Termism
00:12:03


#3 First Party Data
00:17:40


#4 Unified Data Infrastructure
00:20:19


#5 Testing and Scenario Planning
00:24:38

Hear how Cox Communications worked with Analytic Partners to:

  • 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

Recorded for AdAge Studio 30 Live 2021

 

"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

Cox-1

Speakers


 

Maggie-Merklin-2

Maggie Merklin
Chief Customer Officer,
Analytic Partners

 

Mallory-Fetters

Mallory Fetters
Senior Director, Marketing Sciences, Cox Communications

 

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