This week on Hidden Layers, I spoke with Huy Tran, Manager of Digital Planning for adidas, about data-driven marketing and the impact data has on the holistic media mix. Tran works closely with adidas’ wholesale partners to gather valuable insights on customers’ purchase behaviors, using deterministic data to inform messaging and ensure all branded content advertised through programmatic media and performance marketing channels remains consistent, innovative and brand-safe.

In this episode, Tran and I discuss the recent shifts in consumer consumption and purchasing patterns as a result of COVID-19, and how marketers can best leverage AI and quality data assets to improve the efficacy of advertising. Tran sheds light on several key challenges in marketing, including “trying to understand how your consumer exists and engages with your brand on different channels” and how to “put fire on the flame” through paid media amplification.  

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