4 ms·
Your Fortune 50 company owns a heap of brands (at least 16+ active) that span multiple demographics, geographies and maybe more importantly self-identities. Do
by schappim 6y ago
Your Fortune 50 company owns a heap of brands (at least 16+ active) that span multiple demographics, geographies and maybe more importantly self-identities.
Does the "universal holdout population" span across all the brands, or do you have a "universal holdout population" for each brand?
- johnrgrace 6y agoThere is the core product, accessories, repair parts, digital services. Each area has it's own holdout because the sales process and channel are different. Channel partners also run their own advertizing which gets looked at. For example: The digital services are an ingredient brand and can only really be sold to core product owners so they'll have a differnt holdout as their target population is different. Also that area has a short measurable path and thus different metrics and measurements. There are some B2B areas that may not have holdouts, they functionally don't do any targeted marketing.