This episode features an interview with Chad Hacker, Vice President of Consumer and Digital Marketing - US Aesthetics at Allergan Aesthetics, an AbbVie Company. Chad has over a decade of experience in digital advertising, operations, and client management for both small and large companies. He has a proven track record of developing multi-channel audience acquisition, building brand awareness, and driving ROI for businesses.
In this episode, Kailey sits down with Chad to discuss the changing landscape of data privacy, AI targeting on digital platforms, and creating meaningful app experiences.
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Key Takeaways:
- As data privacy laws ramp up around the world, it’s critical to future proof your business. As data signals lessen, you should invest in first party data so you can continue to do effective marketing.
- Loyalty apps can offer much more than just points tracking. Allergan is making their app experience more meaningful by implementing educational and lifestyle content, as well as connecting it with healthcare providers.
- AI should be used to elevate your work and target your audience. Allergan is using AI to target on digital platforms, where they’ve seen a substantial improvement in performance. They’re also thinking about using AI to train healthcare professionals to deliver the best results.
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“A lot of the data signals that we traditionally would have relied on coming from the Googles or the Facebooks or the Instagrams of the world, are changing. We're starting to see fragmented privacy laws by state. There's a lot of ways that I'm thinking about future proofing the business. How do we make sure that we've got a plan so that as these data signals continue to lessen from these platforms, that we can still do effective marketing? Reaching the right people at the right time on the right platform.” – Chad Hacker
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Episode Timestamps:
*(02:54) - Chad’s career journey
*(07:33) - Chad explains Allergan’s portfolio of aesthetic brands
*(12:52) - Trends in consumer experience in aesthetics
*(18:45) - Challenges in the consumer experience journey at Allergan
*(34:00) - An example of another company doing it right with consumer engagement (hint: it’s Amazon and Netflix)
*(35:05) - Changes in the next 6-12 months in consumer engagement
*(37:59) - Chad’s recommendations for upleveling consumer experience strategies
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Links:
Connect with Chad on LinkedIn
Connect with Kailey on LinkedIn
Learn more about Caspian Studios
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