8 February 2022
Martin Wood is creating stronger partnerships with a strategic approach for Cartology. Let’s get to know him.
Tell us about your role at Cartology?
Over the last few months we have been establishing the Strategic Partnership Team, with the aim of offering an additional layer of service for our key partners. Working alongside our existing Client, Brand and Agency partnerships teams, our ambition is to create stronger relationships built on a deeper understanding of our clients’ marketing objectives and the omnichannel behaviour of Woolworths’ customers.
What’s exciting for brands who partner with Cartology?
Cartology is different to other media in that we provide a view of campaign impact beyond exposure. Our ability to "close the loop" post-exposure, to know whether it led customers to buy a product, to repurchase and, ultimately, become brand loyalists provides a level of understanding of campaign impact unique to Cartology. Equipped with the above insights, and working closely with our key partners, we can help drive both increased effectiveness and efficiency of future client campaigns.
What can brands expect from Cartology over the next 12 months?
Stronger partnerships based on deeper client knowledge and a more strategic approach to the use of relevant category, brand, campaign and customer insights. Campaign performance benchmarking will soon provide clients with further insight into how their campaigns have performed.
And what’s always on your shopping list?
✔ A healthy portion of Manchego and Mersey Vale Classic cheddar from my local Woolworths
✔ Rolled oats
✔ Family-size box of Corn Flakes
This article first appeared in Cartology’s Cartifacts February edition.