Q&A: HOW SCOTTS GOT TO FASTER, BETTER MEDIA MIXED MODELS AND REPORTING
To grow your brand at the speed of modern marketing, you need quick access to campaign results. And if your market is seasonal, as it is for Scotts Miracle-Gro, getting trusted, actionable insights fast is even more critical. Scotts saw that slow, siloed performance reporting was holding them back. Their agencies and channel partners delivered PDF and PowerPoint reports that were hard to leverage. Each report measured things differently, and often arrived too late to impact campaign performance. It was impossible to consolidate the information quickly and at scale.
Scotts tapped Beckon to help speed up access to clean, trusted campaign reporting, fuel faster media mixed models and finally get to agile decision-making. Now, with real-time reporting and analytics at their fingertips, Scotts is testing, learning, and optimizing during even their shortest seasonal campaigns.
We sat down with Conrad Bowman, Digital Analytics Manager, to get their story. Watch the full Q&A to hear how they did it, lessons learned along the way, and how speeding up has impacted the business.