Customer Story

How VF Corporation Combated the Changeable Market

How to defend budgets and decisions with evidence through changing environments.

00:08:37

Scenario Planning

00:12:34

The impact on ROI of reduced and increased media investment

00:22:04

Long-term impact vs short termism

00:29:45

Brand vs Performance

00:35:10

Layering for Synergies

Learn from the VF Corporation how they are leveraging a data-driven marketing strategy to:

Successfully grow their brands such as Van’s and The North Face by understanding how their marketing activities were driving both short and long term performance
Seize market share from their competition, whose strategies were built merely on gut feeling
Enable them to set future strategies, investments and activities to win amidst constantly changing market environments

Recorded as part of the IPA EffWorks Global 2022

Scenario Planning using analytics, and being agile and understanding how these different factors are influencing your business is really important, particularly in these volatile times! We just really need to be flexible and understand what we ultimately can and can’t control.

Christof Zanecchia

Sr. Manager Global Marketing Science