Edible's Performance Media Business Transferred to Crossmedia
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Hey there, let's talk about the latest in the marketing world! Edible, formerly known as Edible Arrangements, has appointed Crossmedia as their performance media agency of record.
Kevin Keith, the company's Chief Marketer, shared some exciting details about this partnership. The selection process was unique, as Edible ran an "express RFP," bypassing a pitch consultant. The three-meeting process kicked off in December, with Crossmedia securing the deal by March.
However, shy on disclosing the exact value of the account, Kevin didn't reveal specific figures. Last year, Edible spent around $25 million on media, according to COMvergence's estimation.
What impressed Kevin was Crossmedia's strategy showcasing how Edible could leverage their 37 million customer data points to drive conversions. These precious data points, Kevin admitted, had been sitting idle until now.
Our research on Crossmedia didn't provide the specific strategies they used to win this deal or their approach to utilizing first-party data. Such information would require sources outlining their client-specific media planning, data-driven performance marketing, or first-party data integration practices.
Nonetheless, based on industry standards, we can speculate on potential strategies Crossmedia might have employed:- Segmenting the audience using first-party purchase data to optimize media targeting.- Implementing dynamic creative optimization based on consumer behavior insights.- Introducing cross-channel attribution modeling to measure campaign effectiveness.
Again, this analysis is speculative, as it's based on general industry practices and not resources covering the specific engagement between Crossmedia and Edible. Keep an eye out for more updates on this intriguing partnership!
- As a result of the unique selection process, edible appointed Crossmedia as their performance media agency, hoping the consultant will help drive conversions using their extensive customer data points.
- In the financial aspect, the exact value of the account between edible and Crossmedia remains undisclosed, but last year, edible spent around $25 million on media, as estimated by COMvergence.
- Considering industry standards, Crossmedia might have employed strategies such as segmenting the audience using first-party purchase data for optimized media targeting, implementing dynamic creative optimization based on consumer behavior insights, and introducing cross-channel attribution modeling to measure campaign effectiveness.
