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.

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Melanie Babcock, Senior Director/Agile Marketing (Audience), Social Media, AdTech & Display, The Home Depot

"And I got a zero dollar return."

The post-campaign analysis revealed that "we had too much paint" marketing in train at the same time, meaning a customer interested in acquiring a few cans of satin or semi-gloss ultimately was bombarded with messages. "So, now, I had to go out and re-score my model, and think differently about that customer." Babcock said.