BUSINESS CASE studies through the years
measurement innovation
Challenge: Help young people learn the tools they need to have a bright financial future, and trust the legends in the industry. Reaching young people through audio seems obvious, but in 2021 there were not robust audio measurement solutions.
Approach: Developed a hybrid framework that including two 3rd party vendor, Veritonic & Podsights, and combined 1st party data from partner’s account data.
Impact: Success of Fresh Invest lasted 3 seasons, (listen here!) driving millions of downloads and thousands of account opens for Fidelity.
This branded content campaign won Gold, twice, at Financial Communications Society awards in 2021 and 2022.
CONSUMER RESEARCH
Challenge: Morning Brew sought to understand more of their subscribers: what else were they interested in? How could Morning Brew provide more content that fit their needs? How did our advertising strategy fit into different mediums of content?
Approach: I launched and managed The Breakroom, an award winning proprietary community insights panel, growing to 15K loyalists. The Breakroom became cross-functional between editorial and revenue teams, driving value in audience insights.
Impact: Leveraged The Breakroom to connect with our audience via qualitative and quantitative research, including surveys, focus groups, interviews and more. We generated hundreds of thousands of dollars in RFPs and advertising sales, based on our insights. We launched multiple newsletter franchises after listening to our audience. Editorial teams were able to curate custom content based on reader feedback.
SYNERGETIC TESTING
Challenge: Saks Fifth Avenue acquired Neiman Marcus Group, meaning legacy competitors joined forces within the luxury retail space. Newly formed Saks Global needed a clear strategy to test media investments across channels as one unified brand.
Approach: I built and led a cross-channel testing framework, partnering with media teams to align financial planning with experimentation.
Impact: Delivered insights that optimized spend allocation, saving millions while providing incremental value of specific tactics. All insights derived from the full funnel value of marketing, and synergies across brands instead of competitive lenses.
additional case studies from my MASTERS PROGRAM at Syracuse Newhouse:
Is podcasting the future? What’s the hype about audio? In a three-series breakdown below the podcast industry is debunked.
This research was a cultivation of six months of research, innovation and design - with the outcome to innovate a digital communication area.
As podcasting continues to gain momentum and become the fastest growing medium, this opportunity was perfect to explore the rationale behind the quick adaptation, and draw parallels to alternate mediums. Research conducted in 2021. The medium continues to evolve, daily. For more recent thoughts on Audio, email me at lisagoldsman15@gmail.com. I promise to nerd out on ad tech advancements and M&A across the industry’s biggest players.
Phase 1 - Design Question:
A communication of a plan for the final innovation concept. View here.
Quick History at a Glance: a look back at why and how podcasting has taken off. View here.
Phase 2 - RESEARCH:
A culmination of research compiled over the six month tracking period. View here.
Phase 3 - innovation process:
A communication tool to showcase the research, decision making and innovation process throughout the time spent.Examples of each diagram and model that was created and a series of key insights around decisions made. View here.
How can brands position themselves to attract their actual consumers?
CROCS
Leading Question: Can a brand shift their identity? As Crocs looked to gain market share, this document showcases their success rate - and why.
Learn more in this Mintel & Simmons research report.
BOMBAS
Leading Question: How can a brand utilize social media for growth? The two following documents show a story of how Bombas leaned into social media to grow at unexpected rates.