Eighteen months on from signing up to pilot Adobe’s Mix Modeler Solution, fashion brand Michael Kors has thrown down the dollars and is rolling out the platform globally to execute marketing mix modelling and multi-touch attribution in one. For VP of global analytics, Manuel Neto, resetting team expectations and change management culturally and operationally is vital to ensure the new MMM and MTA approach sticks and delivers better marketing effectiveness. That requires empathy – and allowing people “the odd cry in the bathroom”, Neto says – as teams adjust to the modelling’s outputs and their channel preferences are tested. But with economic and political volatility in the US leading to declines in store footfall traffic of up to 50 per cent where there are higher concentrations of immigrant populations, Michael Kors has also had to learn how to factor in data on unique macro conditions to avoid reading market conditions and customer sentiment wrong. Yet here too lies an opportunity to rethink marketing messaging, media and campaigns and show customers the brand cares, Neto says.
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