The team at Scotts Miracle-Gro was having a hard time leveraging the performance reporting they got from their agencies and channel partners. For one, the reports almost always came in too late to be of real use for current campaigns and programs—reporting was mostly a hindsighting and planning exercise. But the difficulties didn’t stop there. The reports were mainly single-channel metrics. They arrived as one-off PDFs, PowerPoints and spreadsheets. Reports from different partners measured things differently. And on it went.
It took way too much effort to wrangle and piece together together an integrated view of what was working and what wasn’t. And no way was the process scalable.
Every marketer knows these pain points, but it was particularly tough on Scotts because in a heavily seasonal business, their marketing window is tight. The team needs quick feedback on performance to make sure campaigns are making optimal impact.
Scotts knew where they wanted to go, and Beckon helped them get there. Now, they’ve got access to clean, trusted data at their fingertips, so they can test, learn, and optimize during even their shortest seasonal campaigns and run mid-season media mixed models.
Recently, we sat down with Conrad Bowman, Digital Analytics Manager, who talked about his team’s journey, the lessons learned along the way, and the impact their newfound agility is having on the business. We’ve got video of the Q&A, and you can watch it here.