In a year of major disruption, discerning the right levers for maximizing marketing effectiveness can be a challenging endeavor. Analytic Partners EVP Maggie Merklin and SVP Mike Menkes recently sat down in conversation with Adweek for a Spotlight event to discuss "Growth in the Face of Disruption: Understanding the Evolving Drivers of Business Performance".
Over the course of the conversation, a few key themes emerged for brands that have successfully adapted to meet consumers where they are. Above all, the ability to understand business drivers across multiple channels and craft a data-driven omnichannel strategy is critical, along with scenario planning to better prepare for a number of possible outcomes.
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