Location: Room 150B
Date: Thursday, September 28
Time: 11:05 am - 11:45 am
Pass Type: Digital Pass, All Access Pass, Main Conference
Conference Theme: Marketing Analytics
Session Type: Session
Track: Driving Growth
Vault Recording: TBD
Audience Level: Intermediate
This session will describe the challenges that the OLLY brand faces as it pioneers the placement of beautiful and effective products in the highly competitive vitamin and supplements category. Some brands are in start-up mode and others are well established. OLLY is beyond the first and on the way to the second. The OLLY team combines the flexibility and attitude of a start-up with the scale of a big brand. It demands the same kind of flexibility from its analytics.
We will focus on three areas where this willingness for analytics to adapt is needed:
1. Forecasting a growing brand: how much of the brand's growth is organic and where and how does can media generate incremental volume? This is not steady-state CPG forecasting.
2. Optimization of media: how do we handle the fluctuation both in budgets and in media costs – especially in the current inflationary environment. What is the right goal for optimization for a rapidly growing brand? When do we sacrifice ROAS (efficiency) for growth?
3. Unpredictable media: for a young brand, media spend may jump 2X or 3X from one period to another. How do we optimize media when the brand moves into spending territory it has never seen before?