How Australia’s Asahi Beverages is refining media investment strategies
By Mutinex
In the world of consumer packaged goods, the role of marketing is considered alongside many other factors, including price and distribution. Even the weather influences consumer decisions. For brands, however, this complexity makes it difficult to prove the impact of marketing on sales.
“As marketers, it is easy to focus on traditional media metrics,” said Megan Quinn, head of data and digital products at Asahi Beverages, Oceania’s leading beverages company. “However, the true impact of marketing can only be understood within the larger context of sales and revenue drivers.”
Driving accurate return on investment has been top of mind for Quinn’s team since Asahi Group Holdings, one of the world’s largest multi-beverage companies, acquired Australia’s Carlton & United Breweries in 2020. Since then, the digital and data team has been looking for new strategies to move the needle on marketing performance.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
Source:: Digiday
