Macy's: Awareness Insights & Optimization
Macy's Lacked Customer & Competitive Awareness Insights
Macy's Private Brands needed to understand who its audience was - their lifestyles, their interests - and how they compared against their direct and aspirational competitors. They had no way of knowing if their celebrity marketing was effective, or how their digital and social media efforts influenced audience and sales.
Revenue Data Platform's Proprietary 'Awareness Index' Produced Never-Before-Seen Intelligence
Transform's Revenue Data Platform (RDP) leveraged data from social networks (Facebook, Twitter, Pinterest, Instagram, Tumblr, etc.), social listening (200+ million websites), search trends, SEO and SEM competitive metrics, to produce product and brand insights for both Macy's and its competitors.
RDP Enables Awareness Marketing ROI
Within minutes of delivering the insights, RDP highlighted marketing efficiencies and inefficiencies - such as the failure of celebrity investments to produce significant awareness. RDP also produced recommendations for optimizing awareness marketing initiatives, based on competitive share-of-voice and channel visibility between search and social.