"Measurement, like buying jeans, is about finding the right fit. For denim brand True Religion, that means looking beyond last-click attribution to see what's really driving growth, says CMO Kristen D'Arcy on this week's episode of AdExchanger Talks. Determining incrementality is important for any marketer, but accountability for business results is front and center for D'Arcy, who added head of digital growth for ecommerce to her title in May."
"True Religion uses a simple three-tiered approach to measure paid social, which includes upper-funnel ads for brand awareness, influencers for the middle of the funnel and retargeting down at the bottom. For more sophisticated measurement, True Religion implemented media mix modeling to assess the incremental impact of shifting media spend. Rather than just spending more on what seems to work, D'Arcy and her team are testing whether they can use MMM to reallocate budget in real time to drive more sales."
"For example, shortly after D'Arcy joined True Religion in 2023, the brand launched a major holiday campaign featuring rapper Quavo and influencer India Love. After the campaign launched, web traffic almost immediately jumped more than 50% and sales increased by between 20% and 30% over the previous year. "It really did help the business take off," she says. "Our objective ever since then within the marketing department has been to continue that momentum.""
True Religion prioritizes measurement that goes beyond last-click attribution to identify true drivers of growth and determine incrementality. Marketing leadership added digital growth responsibilities to increase accountability for business results and monitor hourly traffic and sales to enable rapid changes. Paid social follows a three-tiered approach: upper-funnel brand ads, influencer-driven mid-funnel efforts, and bottom-funnel retargeting. Media mix modeling (MMM) was implemented to evaluate the incremental impact of media spend shifts and test real-time budget reallocation. A 2023 holiday campaign with Quavo and India Love produced significant traffic and sales lifts, and the team aims to sustain that momentum.
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