The gap between platform data and business results

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

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