Walgreens’ three-year change management evolution, in partnership with Ipsos MM, embedded unified marketing measurement (UMM) into tactical and strategic decisions at the retailer. This approach to change management included simulated impact testing, validated results and provided proof points. Douglas Brooks of Ipsos MMA provided a current overview of UMM at Walgreens, which consists of monthly marketing mix models, weekly attribution models and continuous validation through testing. Jenny Peelle of Walgreens stated that this approach impacts decision making, including what businesses to support, reach and frequency management and an understanding of attribution for individual KPIs as well as for enterprise business growth objectives. The resulting shift to UMM increased revenue at both the business unit level and for the entire enterprise.
Brendan Kroll – VP Performance Measurement, Nielsen
Anne Ori – Measurement Lead, CG&E, Google
Daniel Sacks – Incrementality Lead, US Agency, Google
“The clock is ticking. In September 2024, the currency we’ve all used for decades is going to disappear. That means no more year-over-year comps. Sorry, no more media mix models based on outdated TV metrics that are simple, siloed counting and was yesterday’s consumers.” Read more »
The boldest and brightest minds joined us November 14 - 17 for Attribution & Analytics Accelerator 2022—the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.Member Only Access