Terence Reilly on data-driven marketing
From Inside Business with Terrance Reilly - CMO at Crocs · · Cox Business
“In the last few years, data has become an even more significant part of our media mix modeling and figuring out what's the use of television and then how do you move that and migrate that as a brand into more digital and social where we can measure it and optimize immediately.”
On , Terence Reilly, Executive Vice President & President for the HEYDUDE Brand at CROCS INC, spoke about data-driven marketing during Inside Business with Terrance Reilly - CMO at Crocs on Cox Business.
About Terence Reilly
In a 2017 interview, Terence Reilly, then chief marketing officer of Crocs, described the company as a $1 billion brand selling over 55 million pairs of shoes annually. He acknowledged that Crocs had experienced a "wonderful fad" and a subsequent decline in popularity, but stated that the brand maintained a "strong fan base" and was working to convert "considerers and neutrals" into loyal customers. Reilly said the company was "listening to our consumer" and focusing on improving search functionality on its website and through wholesale partners such as Amazon, Famous Footwear, and Shoe Carnival. Reilly discussed the company's increasing use of data to model media mix and shift spending from television to digital and social channels, where it could be measured and optimized. He noted that Crocs was prioritizing video content over traditional television spots, as he said consumers were responding more to video. Reilly also speculated about the future of footwear technology, mentioning the potential for voice-activated features and the company's "jibbitz" charms. He stated that Crocs' immediate goal was to "put as many pairs of Crocs on people across the world" and that content creation was a key part of that strategy.