Building on Strengths: Why Data Should Change Your Marketing Plan Every Quarter

Wednesday, June 11, 2014 - 3:30pm to 4:00pm

Ryan Bonifacino - Vice President, Digital Strategy - Alex and Ani

Sales at online jewelry retailer and manufacturer Alex and Ani soared by 752% to more than $12 million when the retailer adopted a calculated, phased marketing approach that built on the successes of the previous quarter. Allocating spending to the best-performing programs, each quarter Alex and Ani added new marketing elements or expanded infrastructure, for example; phasing in the development of natural and paid search programs, and improving on site navigation and merchandising. Hear how the retailer spurred growth into a fast trajectory by figuring out how to simultaneously plan, build out and scale up by accurately attributing marketing dollars across all channels, in a story with lessons for retailers of any size.

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