Decoder with Nilay Patel How the @!#$ does advertising work, with Cadillac CMO Melissa Grady
Dec 15, 2020
In this engaging conversation, Cadillac's CMO, Melissa Grady, shares her expertise in data-driven marketing. She discusses how technology has revolutionized advertising, from social media strategies to embracing influencers. Grady elaborates on the complexities of modern ad buying and the challenges posed by data privacy changes. She highlights Cadillac's storytelling approach, especially around the Escalade, and the brand's adaptations during the pandemic, including the innovative ShopClickDrive platform to meet shifting consumer preferences.
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Unexpected Sports Ad Inventory
- Sports advertising spending has been lower than expected post-pandemic.
- Cadillac bought NBA Finals spots and received extra airtime due to lower viewership.
Measuring Ad Effectiveness
- Cadillac uses control groups (PSAs or blank ads) to measure ad effectiveness.
- They also conduct panel studies for TV ads and use overall models.
Data-Driven CMO
- Melissa Grady's background is in data-driven marketing, combining right- and left-brain thinking.
- She uses data insights to drive creative planning and overall marketing strategies.