The following sit-down interview between Christof Zanecchia, Senior Manager of Global Market Science at VF Corp, and Todd Martin, VP of Client Partners at Measured, explores how partnering with Measured radically transformed VF’s approach to media marketing.
Christof explains how VF has shifted from fragmented last-click-driven reporting toward an incrementality-led measurement framework. By bridging the high-level, long-term insights of Media Mix Modeling (MMM) with day-to-day decisioning, Measured has given VF a unified, unbiased view of what truly drives their business growth.