The gap between platform data and business results (pt. 1)
Connecting the dots
In this episode of Connecting the dots, Precis' CMO Stefania Casciari Carter sits down with Jan Montwill, Global Media Strategist at H&M, to look under the hood of media execution at one of Europe's largest retailers.
In this first part of the episode, we dive deep into:
- The platform paradox: why following platform best practices blindly means you are prioritising their user retention and revenue over your own business growth.
- The creative ad fatigue myth: why marketers refresh assets far too often, and why shifting budget from endless variations into working media behind a single strong creative yields much higher returns.
- Measurement as an operating system: how H&M uses marketing mix modelling (MMM) and regression-based attribution (RBA) to build a holistic picture that aligns internal teams and satisfies the CFO.
- Scaling enterprise logic for mid-size brands: how advertisers without massive budgets can leverage their agency as a golden ticket to access advanced econometric models and platform partnerships.
📩 Get the bonus content! We asked Jan a bonus question about moving past vanity metrics to measure true contribution to business outcomes. Subscribe to the newsletter to read his answer: https://www.precis.com/resources#newsletter
Read the recap of this episode here: https://bit.ly/4fwtuTt