Edible's Performance Media Business Awarded to Crossmedia in Latest Shift of Contracts
Rewritten Article:
Score one for Crossmedia as they've landed the performance media agency gig for Edible Arrangements, formerly known as Edible! The move was a swift one, with the deal being sealed after just three meetings that began in late December and wrapped up in March.
Kevin Keith, the Chief Marketer at Edible, shared that they opted for an "express RFP," forgoing the services of a pitch consultant. The secret to Crossmedia's success? They showcased how Edible Arrangements could harness their treasure trove of first-party data to boost outcomes and conversions.
According to the CMO, Edible is sitting on a mind-blowing 37 million customer data points that have been left largely untapped.
Crossmedia's strategy involves leveraging these data points to gain a comprehensive understanding of Edible's target consumers and unique industry dynamics. This insight, in turn, will enable more targeted and efficient media investment decisions.
Moreover, Crossmedia plans to incorporate this data into their advanced analytics and marketing mix modeling (MMM) framework. This collaboration will result in end-to-end MMM engagements, evaluating and optimizing marketing performance across channels.
The insights gleaned from the first-party data will be transformed into actionable recommendations, connecting media performance directly to real-world business outcomes such as increased conversions.
Edible and Crossmedia will work hand in hand, with client leadership and Crossmedia's data analytics teams (including the Redbox group), to deliver customized data-driven marketing strategies. These strategies are designed to maximize returns on investment (ROI).
Crossmedia's engineering and technology teams will ensure the accuracy, integration, and high-quality insights of the data, supporting tailored analytics and AI-driven solutions that cater to Edible's unique business needs[1][2]. It's a data-packed partnership that promises to deliver measurable results and drive conversions for Edible Arrangements.
edible arrangements have chosen Crossmedia as their performance media agency, recognizing their potential to utilize the company's vast first-party data in business and finance to enhance outcomes and increase conversions. Crossmedia's strategy will involve using this data in technology-driven advanced analytics and marketing mix modeling, aiming to deliver personalized, data-driven marketing strategies that maximize returns on investment.
