Melanie Babcock had a confession to make.
As Senior Director/Agile Marketing (Audience), Social Media, AdTech & Display at The Home Depot – the home-improvement retailer – Babcock is charged with crafting omnichannel media and content strategies that fuel demand.
The problem? What seemed like a promising campaign for boosting paint sales, she said, fell undeniably short of expectations. "I thought it was going to be the best thing ever," Babcock admitted at SXSW 2018.
"And I got a zero dollar return."
The post-campaign analysis revealed...