Mckinsey marketing dissertation award

A North American retailer established an agile marketing control tower and several war rooms to scale personalization across all key categories. The control tower ensured that the hundreds of tests run each year did not conflict and that the right technology was in place to collect appropriate data from the addressable audiences and to deliver a personalized experience across categories and channels. The war rooms each focused on systematically testing different media attributes and optimizing conversion on the company website across categories. After eighteen months, the retailer’s marketing-campaign throughput had grown four-fold, its customer satisfaction had increased by 30 percent, and digital sales had doubled.

Mckinsey marketing dissertation award

mckinsey marketing dissertation award

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