I’ve worked with J&J several times over the years – the most recent engagement was during my time with IPG’s trading desk, Cadreon. J&J, like most CPGs, relies on an indirect retail sales channel for many products. This complicates marketing effectiveness assessments since there is rarely a direct link between any media impressions and a resulting sale.
J&J relies heavily on survey-based brand lift metrics to assess the effectiveness of their marketing. However this process has typically been highly manual, slow, and insufficiently granular to assess anything but the largest scale marketing activities.
Using a combination of programmatic marketing software and sophisticated real-time survey tools, I designed J&J a custom brand marketing automation platform that enabled machine-learning based optimization of digital media campaigns based on real-time survey feedback. An industry first.