How Saatva Used Math to Settle the Brand Versus Performance Marketing Debate
Joe McCambley, CMO for the mattress brand, made a compelling case for dismantling the wall between brand and performance, using a proprietary framework to show how investment in both was needed
Saatva CMO Joe McCambley used a predictive R-squared model to connect TV impressions to branded search and market share growth. The framework could reshape how marketers justify upper-funnel spending to finance teams.
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