VIEQUES, PR \u2013 Knowing what different types of triggers impact consumers during their purchase journey must be done on a brand by brand basis before determining how to find those consumers. \u201cWe have to first start with an insight,\u201d says MEC\u2019s Global Chief Digital Officer, Carl Fremont.<\/p>\n

At MEC, the process is called Momentum<\/a> and it derives from surveys showing how brand perceptions influence behavior. Momentum provides \u201ca deeper understanding of each brand\u2019s purchase decision,\u201d Fremont explains in an interview during the recent Beet.TV Executive Retreat. “What\u2019s going to make them make the decision about that brand based on different stages of where they are in that purchase decisioning.”<\/p>\n

All forms of data \u201care critical to ensure we are reaching the audience most receptive to a brand\u2019s message,\u201d Fremont adds. \u201cSo when we go out to find those audiences that are most relevant, it\u2019s with an understanding of what\u2019s going to impact them.\u201d<\/p>\n

MEC<\/a> wants to understand people behaviorally, emotionally, active and passively before marrying this intelligence with creative that will \u201cdrive their decisioning forward and make it all end to end.”<\/p>\n

When it comes to measuring outcomes in terms of brand lift and ultimately brand sales, \u201cThat\u2019s what I\u2019m most excited about,\u201d says Fremont.<\/p>\n

This video is part of a series produced at the Beet.TV Executive Retreat<\/a> in Vieques. The event and series is presented by Videology and 605. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

VIEQUES, PR \u2013 Knowing what different types of triggers impact consumers during their purchase journey must be done on a brand by brand basis before determining how to find those consumers. \u201cWe have to first start with an insight,\u201d says MEC\u2019s Global Chief Digital Officer, Carl Fremont. At MEC, the process is called Momentum and […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6276],"tags":[5299,5301,4470,5030,5883,6267],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/45208"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=45208"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/45208\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=45208"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=45208"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=45208"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}