VIEQUES, PR – Knowing what different types of triggers impact consumers during their purchase journey must be done on a brand by brand basis before determining how to find those consumers. “We have to first start with an insight,” says MEC’s Global Chief Digital Officer, Carl Fremont.
At MEC, the process is called Momentum and it derives from surveys showing how brand perceptions influence behavior. Momentum provides “a deeper understanding of each brand’s purchase decision,” Fremont explains in an interview during the recent Beet.TV Executive Retreat. “What’s going to make them make the decision about that brand based on different stages of where they are in that purchase decisioning.”
All forms of data “are critical to ensure we are reaching the audience most receptive to a brand’s message,” Fremont adds. “So when we go out to find those audiences that are most relevant, it’s with an understanding of what’s going to impact them.”
MEC wants to understand people behaviorally, emotionally, active and passively before marrying this intelligence with creative that will “drive their decisioning forward and make it all end to end.”
When it comes to measuring outcomes in terms of brand lift and ultimately brand sales, “That’s what I’m most excited about,” says Fremont.
This video is part of a series produced at the Beet.TV Executive Retreat in Vieques. The event and series is presented by Videology and 605. For more videos from the series, please visit this page.
