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Digital Advertising Insights: A Treasure Chest For CMOs To Open EXECUTIVE SUMMARY Despite good intentions and aspirations, few marketers take full advantage of digital and social advertising. For example, after surveying 80 CMOs of large consumer brands, a majority of respondents reportedly do not deploy digital advertising for audience and creative testing, nor to better understand the people in their customer databases. This report explores these challenges and SURYLGHV VWUDWHJLHV IRU HPEUDFLQJ D ȊGLJLWDOȴUVWȋ PDUNHWLQJ approach. The result is higher customer relevance, reduced waste, accelerated learning and greater marketing impact. The CMO Club in partnership with SocialCode A CMO SOLUTION GUIDE | OCTOBER 2015

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Digital Advertising Insights: A Treasure Chest For CMOs To Open

Digital Advertising Insights:

A Treasure Chest

For CMOs To Open

EXECUTIVE SUMMARY

Despite good intentions and aspirations, few marketers

take full advantage of digital and social advertising.

For example, after surveying 80 CMOs of large consumer

brands, a majority of respondents reportedly do not

deploy digital advertising for audience and creative testing,

nor to better understand the people in their customer

databases. This report explores these challenges and

SURYLGHV�VWUDWHJLHV�IRU�HPEUDFLQJ�D�ȊGLJLWDO�ȴUVWȋ�PDUNHWLQJ�approach. The result is higher customer relevance,reduced waste, accelerated learning and greater marketing impact.

The CMO Club in partnership with SocialCode

A CMO SOLUTION GUIDE | OCTOBER 2015

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Digital Advertising Insights: A Treasure Chest For CMOs To Open

SPECIAL THANKS TO THE MARKETING LEADERS WHO TOOK PART IN SHAPING THIS CMO SOLUTION GUIDE.

Further, every campaign produces still more data to

help marketers learn, and become smarter. Because

of these advantages, brand marketers should lead

with digital, taking advantage of the insights produced

to improve all marketing, and make better business

decisions.

To see whether marketing executives agree with this

approach, SocialCode and The CMO Club surveyed 80 CMOs from large consumer brands, most of whom

spend more than $25-million on paid media annually.

In addition, we conducted one-on-one CMO interviews

to better understand digital marketing and data-

management strategies at large consumer brands.

One of those interviews was with Clorox CMO

Eric Reynolds. Clorox employs an advanced

analytics team to extract insights, often using the

company’s data management platform (DMP). A

'03�LV�D�WHFKQRORJ\�WKDW�IXVHV�RQOLQH�DQG�RɞLQH�ȴUVW�SDUW\�GDWD�IURP�UHWDLO��:HE��HPDLO�DQG�&50��

VHFRQG�SDUW\�GDWD�IURP�SDUWQHUVKLSV��DQG�DQRQ\PL]HG�third-party data from sources like social platforms

RU�FRPSDQLHV�OLNH�'DWDORJL[��Ȋ:H�KDYH�D�'03�QRZ��not only to improve our targeting, but to understand

WKH�YDOXH�RI�RXU�FDPSDLJQV�ȋ�VDLG�5H\QROGV��Ȋ7KHVH�early performance indicators give us answers in

weeks. Our renaissance in the past year has been

incredibly rich. In fact, we hired 24 new people to

GR�ȆWHVW�DQG�OHDUQVȇ�EHFDXVH�RI�WKH�YDOXH�WKH\�SURYLGH�ȋ�

A conversation with 3M’s VP Global eTransformation

Raj Rao yielded similar insight. Because so many

FRQVXPHUV�DUH�ȊGLJLWDO�ȴUVWȋ�WKHPVHOYHV��VPDUW�GLJLWDO�FDPSDLJQV� DQG� GDWD� PDQDJHPHQW� DUH� QRW� RSWLRQV��WKH\�DUH�QHFHVVLWLHV��Ȋ:H�GRQȇW�VD\��Ȇ:H�KDYH�GLJLWDO�FRPSHWHQFH�ȇ�:H�DVN��Ȇ+RZ�GR�ZH�JHW�FRPSHWHQW�LQ�managing customer relationships that are digital?’

'LJLWDO�LV�VR�SHUYDVLYH��LW�LV�KRUL]RQWDO�YHUVXV�YHUWLFDO�FRPSHWHQFH�ȋ�

7KH�Ȋ'LJLWDO�)LUVWȋ�2SSRUWXQLW\Digital marketing and social advertising have fundamental advantages:

Accurate message sequencing and cross-

device analytics

/RZ�FRVW�WHVWLQJ�DQG�UD]RU�VKDUS�WDUJHWLQJ�WR�reduce waste

Rich consumer data for advanced audience

segmentations and relevant messaging

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Eric Reynolds

CMO, Clorox

Raj Rao

VP, Global

eTransformation, 3M

Karen Noel

CMO, Sprint

Lee Applbaum

Global CMO, Patrón

Denise Karkos

CMO, TD Ameritrade

.LHUDQ�+DQQRQCMO, Belkin

International

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Digital Advertising Insights: A Treasure Chest For CMOs To Open

$GRSWLQJ�D�GLJLWDO�ȴUVW� VWUDWHJ\� LV� FKDOOHQJLQJ��7DNLQJ�DGYDQWDJH�UHTXLUHV� WKH�ULJKW�PL[�RI�VSHFLDOL]HG�VWD��workflow, technology and executive support. Nonetheless,

RUJDQL]DWLRQV�ZLWK�VWURQJ�GLJLWDO�PRGHOV� FDQ�DFKLHYH�transformational business impact, learning more

about their customers and prospects in less time than

HYHU�EHIRUH��+HUH�DUH�VSHFLȴF�H[DPSOHV�WKDW�HPHUJHG�from our one-on-one CMO interviews.

The Value Of Known Audiences

and User-Level Data

Patrón Case Study: If The People Want Bottle Porn, Bottle Porn They Shall Get

Ȋ:H�QRZ�VWDJH�DQG�VHTXHQFH�RXU�FRQWHQW�and leverage automated marketing in a more

VLJQLȴFDQW�ZD\�WKDQ�ZH�GLG�D�\HDU�DJR��2XU�GHSWK�and breadth of content has truly evolved. That

GLUHFWO\�WLHV�WR�RXU�GLJLWDO�PHGLD�WDFWLFV�ȋ- Karen Noel, CMO, Sprint

Two posts to Patrón’s Facebook page, dated

September 2015.

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:KHQ� /HH� $SSOEDXP� MRLQHG� Patrón as CMO,

much of the brand’s marketing revolved around

what Applbaum referred to as "bottle porn,"

EHDXWLIXO� LPDJHV� RI� WKH� LFRQLF� ERWWOH� RVHW� E\�stunning backdrops. Applbaum thought the

Patrón community might appreciate the brand

F\FOLQJ� GLHUHQW� NLQGV� RI� FRQWHQW� LQWR� WHVWLQJ��like an Oculus virtual-reality campaign that took

consumers through the hacienda where the tequila

is made from the vantage point of a bee.

After studying aggregate response data from social,

display, email open rates and other digital signals,

Applbaum and team found their core audiences

ORYHG�WKH�KDFLHQGD�FDPSDLJQ��+RZHYHU��GDWD�VKRZ�they still loved the bottle as well. The brand takes

advantage of this knowledge by carefully balancing

innovative messaging like the Oculus campaign with

WUDGLWLRQDO�ȊERWWOH�SRUQ�ȋ�XVLQJ�QHZ�IRUPDWV�OLNH�cinemegraphs (still photos with subtle animation) to

engage people while staying fresh.

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Digital Advertising Insights: A Treasure Chest For CMOs To Open

Clorox Case Study: Not All Water Drinkers Are Alike

$FFRUGLQJ� WR�5H\QROGV��QHDUO\�D� WKLUG�RI� WKH�EUDQGȇV� FUHDWLYH� LV�SHUVRQDOL]HG��:KHQ�VHUYLQJ�SHUVRQDOL]HG�FUHDWLYH�ZLWK� GLJLWDO� DGV�� KLV� WHDP� VWXGLHG� KRZ� WKH� DXGLHQFH� UHVSRQGHG�GLHUHQWO\� WR� GLHUHQW� WKHPHV��This process helped Reynolds’ team subdivide the core audience into granular segments, which are served

SHUVRQDOL]HG�FUHDWLYH��)RU� LQVWDQFH��%ULWD�GULQNHUV�ZHUH�RQFH�GHȴQHG�DV� �KDSS\��KHDOWK\�ZDWHU�GULQNHUV���Digital-ad insights allowed the Clorox marketing team to group the audience into seven unique segments,

GHȴQHG�E\�YDOXHV�OLNH�KHDOWK��WDVWH��DQG�HQYLURQPHQWDO�FRQVFLRXVQHVV�

TD Ameritrade Case Study: DoingReal-Time Right

:KHQ� 7'� $PHULWUDGH� ȴUVW� DSSURDFKHG� UHDO�WLPH�marketing, CMO Denise Karkos explained the

EUDQGȇV�PDUNHWLQJ� WHDP�XVHG�KLJK�SURȴOH� HYHQWV�UDQJLQJ�IURP�WKH�:RUOG�&XS�WR�WKH�5XQQLQJ�RI�WKH�Bulls as opportunities to motivate investments.

But, the results were not better than the brand’s

traditional campaigns. Karkos and her team shifted

IRFXV� WR�PRUH� UHOHYDQW� HYHQWV� Ȃ� OLNH�PDMRU� ȴQDQFLDO�updates – that alerted long-term investors to the

ȴQDQFLDO�RSSRUWXQLWLHV�LQ�IURQW�RI�WKHP�ZLWK�PRUH�relevance.

Now, when TD Ameritrade does connect itself to major cultural events like the Olympics (an event the

EUDQG�VSRQVRUHG��WKH�JRDO�Ȃ�DQG�WKH�PHVVDJLQJ�Ȃ�LV�GLHUHQW��ΖQ�WKLV�FDVH��.DUNRVȇ�WHDP�WROG�VWRULHV�DERXW�Olympic hopefuls that had subtle branding and no product-forward message. The goal was brand lift, not

LPPHGLDWH�FRQYHUVLRQV��7KH�SUHFLVLRQ�RI�GLJLWDO�DOORZV�WKH�EUDQG�WR�WHOO�ERWK�VWRULHV��DW�GLHUHQW�VWDJHV�RI�the sales funnel, to the right audiences and at the right moments.

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Belkin Case Study: Contextualizing Product Value ... At Dinner Time

$V�&02�IRU�%HONLQ��.LHUDQ�+DQQRQ�LV�UHVSRQVLEOH�IRU�LQWURGXFLQJ�SHRSOH�WR�YDOXH�SURSRVLWLRQV�IRU�:H0R��D�tool that allows people to control home electronics from anywhere. One key strategy is appealing to people’s

HDWLQJ�KDELWV��)RU�H[DPSOH��+DQQRQ�XVHV�WLPH�RI�GD\�GDWD�ZLWKLQ�WKH�EUDQGȇV�GLJLWDO�DGYHUWLVLQJ�FDPSDLJQV�WR�WULJJHU�DGV�DW�GLQQHU��H[SODLQLQJ�WR�FRQVXPHUV�WKDW�ZLWK�:H0R��WKH\�FRXOG�EH�SUHKHDWLQJ�WKH�RYHQ�WR�UHGXFH�WKH�WLPH�EHWZHHQ�IRRG�SUHSDUDWLRQ�DQG�FRQVXPSWLRQ��:KLOH�:H0R�KDV�PDQ\�XVH�FDVHV��WKH�EUDQGȇV�GLJLWDO�DG�VWUDWHJ\�HQDEOHV�WKHP�WR�KRQH�LQ�RQ�WKLV�RQH�VSHFLȴFDOO\�DW�WKH�ULJKW�WLPH��DQG�VHUYH�SHRSOH�ZLWK�PRUH�relevance.

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Digital Advertising Insights: A Treasure Chest For CMOs To Open

The Digital Divide Chief marketers have heard these examples and

PDQ\�PRUH��+RZHYHU��H[HFXWLQJ�D�IRUZDUG�WKLQNLQJ�digital agenda is as challenging as it is valuable,

FRUURERUDWHG�E\�NH\�ȴQGLQJV�LQ�RXU�VXUYH\�

Low emphasis on audience and creative testing

A low percentage of CMOs in our survey test

creative and audience combinations with digital

WRROV��0RUH�VSHFLȴFDOO\�����SHUFHQW�RI�UHVSRQGHQWV�in our survey report they do not use digital advertising

to identify new customer segments. This is a lost

opportunity. For example, marketers can learn what

GULYHV�GLHUHQW�VHJPHQWV�WR�D�ȴUVW�WLPH�SXUFKDVH�E\�excluding customers in their CRM from prospecting

campaigns. To illustrate, one of SocialCode’s largest

consumer brand clients discovered in an a/b test

that people with no relationship to the brand converted

IDU�PRUH�HɝFLHQWO\�ZKHQ�VHUYHG�D�GLVFRXQW�YHUVXV�KDYLQJ�WR�SD\�IXOO�SULFH��+RZHYHU��RHUV�KDG�D�PXFK�smaller impact on the brand’s most loyal customers.

$GGLWLRQDOO\�����SHUFHQW�RI�&02V�LQ�RXU�VXUYH\�do not use digital advertising testing to make traditional

advertising channels like TV, radio and print smarter.

Conventional mass media are powerful, though

provide infrequent and imprecise feedback about

what worked, when and why. Porting overnight insights

-- like high-performing audience and creative

combinations -- from digital advertising into

conventional analog channels can amplify impact,

reduce waste and accelerate learning. For example,

one of SocialCode’s Fortune 500 telecommunications

clients used Facebook to test how its core audience

UHVSRQGHG� WR� VL[� RHUV� WKDW� KDG� GLHUHQW� SULFH�points and sophistication. SocialCode helped the

EUDQG� OHDUQ�TXLFNO\� WKDW� WKH�PRVW�EDVLF�RHU�KDG�

WKH� PRVW� HɝFLHQW� FOLFN� WKURXJK� DQG� FRQYHUVLRQ�rates. This insight led the brand’s marketing team

to integrate calls-to-action for its least expensive

RHUV�LQ�WHOHYLVLRQ�FRPPHUFLDOV���

Marketers invest the least in channels on which they can learn most

A major division in modern marketing is whether

targeting is based on estimated or known audiences.

Conventional analog channels like television and

online channels like display usually target audiences

via a research-panel proxy (provided by Nielsen) or a

EURZVHU�FRRNLH��:LWK�WKHVH�PHWKRGV��marketers can understand the programs their desired audiences probably watch, the magazines they probably read or the websites they probably visit 1.

Even with online display, targeting and measurement

is based on a browser or single device, instead of

a known person or audience across channels and

GHYLFHV��7KLV�PDNHV�LW�GLɝFXOW�WR�FRQWURO�WDUJHWLQJ�DQG�frequency, and surface accurate audience and creative

learnings. By contrast, platforms like Facebook,

Instagram, Twitter and Pinterest are tied directly to

NQRZQ�DXGLHQFHV�RU�XVHU�SURȴOHV�DV�ORQJ�DV�WKRVH�people are logged in on their various devices. The

data are key not only in driving performance, but

also in delivering the content, timing and message VHTXHQFH� WR� ZKLFK� GLHUHQW� SHRSOH� UHVSRQG�best.

Despite these advantages, the CMOs we polled spend

nearly 5x more on search and display than social.

1�7KHVH�FKDQQHOV�DUH�PRYLQJ�WRZDUGV�NQRZQ�DXGLHQFHV��H[HPSOLȴHG�WKURXJK�GHYHORSPHQWV�OLNH�*RRJOHȇV�LQWURGXFWLRQ�RI�ȴUVW�SDUW\�DXGLHQFH�WDUJHWLQJ��+RZHYHU��SODQQLQJ��EX\LQJ�DQG�UHSRUWLQJ�DUH�VWLOO�ODUJHO\�EDVHG�RQ�LQIHUUHG�LQIRUPDWLRQ�

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FIGURE 1: Do you test creative and audience combinations with

digital advertising to identify new customer segments?

61%No

39%Yes

FIGURE 3: :KDW�LV�WKH�PDNHXS�RI�\RXU�GLJLWDO�DGYHUWLVLQJ�EXGJHW"

SEARCH DISPLAY SOCIAL

30% 29% 12%

FIGURE 2: Do you test creative and audience combinations with

digital advertising to better deploy advertising on conventional

channels like television, radio and print?

66%No

34%Yes

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Marketers are not (yet) fusing theircustomer databases and advertising

A customer database is incredibly valuable to marketers.

+RZHYHU��PRVW�&02V�IDLO�WR�DPSOLI\�WKH�YDOXH�RI�WKHLU�customer database and advertising by fusing the

WZR��)XOO\�����SHUFHQW�RI�WKH�&02V�ZH�SROOHG�UHSRUW�WKH\�do not use digital advertising to better understand

the audiences within their customer database.

7KLV�LV�QRW�EHFDXVH�PDUNHWHUV�GR�QRW�UHFRJQL]H�WKH�value in doing so. In fact, less than a quarter of our

respondents have no plans at all to use digital campaign

data to better understand their existing customers, and

40 percent plan to deploy the strategy within the

QH[W� \HDU�� :LWK� LQWHJUDWLRQ� WRROV� IURP� SODWIRUPV�like Facebook, a dedicated DMP is not necessary

to take advantage of a hybrid advertising and CRM

strategy.

CMOs Must Control Their

Data To Be Digital First

All other challenges aside, digital and social advertising

success revolves around data. So marketers that

want to better understand their audiences, improve

their creative, fortify their customer databases and

take action based on campaign learning must be in

command. And while a fully developed DMP is not

required to take advantage of cross-channel data,

marketers must at least have comprehensive data

access, transparency and portability. Many marketers

DUH�WDFNOLQJ�WKLV�LVVXH�E\�ZRUNLQJ�WRZDUG�D�FHQWUDOL]HG�data center, which comes together in a dedicated

DMP.

This is why we were surprised to learn that 51 percent

of the CMOs we polled outsource their DMPs to third

SDUWLHV� DQG� DJHQFLHV�� +RZHYHU�� PDQ\� RI� WKH� &02V�we polled are outsourcing as an intermediary step

to build a foundation before taking more control of

WKHLU�GDWD�LQ�WKH�IXWXUH�����SHUFHQW�RI�WKH�&02V�LQ�our survey plan to move their DMP in-house within

the next two years.

FIGURE 4: Do you use online advertising to better understand

the audiences within your own CRM database?

FIGURE 5: Do you expect to manage a DMP internally in the

future?

“You cannot outsource your way out of this."

- Raj Rao, 3M

37%Yes

40%No, but planning

to in the next 12

months

23%No, and not

planning to

within the next

12 months

17%No plans at this

time

24%Yes, currently

managing a DMP

internally

31%Planned post

����

28%Planned for

����

5

FUSING CRM AND ADVERTISING: USE CASES

• Cross sell • Upsell• 6FDOH�ORRNDOLNHV�R�PRVW�YDOXDEOH�H[LVWLQJ�FXVWRPHUV• (QJDJH�ODSVHG�FXVWRPHUV• 6XSSUHVV�IURP�SURVSHFWLQJ�FDPSDLJQV• /R\DOW\�SURJUDPV�IRU�UHSHDW�SDWURQDJH• 3URȴOH�IRU�GHPRJUDSKLF�DQG�SV\FKRJUDSKLF�FKDUDFWHULVWLFV

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Digital Advertising Insights: A Treasure Chest For CMOs To Open

Mandates

(VWDEOLVK�D�GLJLWDO�ȴUVW�YLVLRQAll channels – from TV to print to radio as well as

&50�DQG�FRPPHUFH�Ȃ�FDQ�EHQHȴW�IURP�GLJLWDO�DQG�social advertising insights that surface around audience

and creative combinations, as well as message

sequencing, timing and frequency. Some of the

greatest insights today are stemming from advertising

platforms with known audiences, like Facebook,

Instagram, Twitter and Pinterest. Identify testing

RSSRUWXQLWLHV� LQ� \RXU� RUJDQL]DWLRQ�� ZLWK� SDWKV� WR�scale as you demonstrate success and identify best

practices.

Map a learning agenda for each campaignDigital advertising campaigns aren’t just an opportunity

WR�EXLOG�EUDQGV�DQG�DFTXLUH�FXVWRPHUV��WKH\ȇUH�DQ�opportunity to answer business questions. They provide

environments to learn rapidly about existing and

prospective audiences, especially when marketers

articulate clear hypotheses before launching.

Take control of your dataData are transformational byproducts of sophisticated

GLJLWDO�FDPSDLJQV��:KLOH�DJHQFLHV��VXSSOLHUV�DQG�WHFK�partners will always be valuable for guiding strategy

and introducing new tools and products, brand

marketers should take control of their data and set

a direction for mastering them over time.

Be agileTo unlock the full value of digital advertising and

learning, marketers need autonomy and authority

to make quick decisions based on what they learn

about their customers, and how they want to be

engaged. They also need to report insights in a

WLPHO\�PDQQHU�WR�RWKHU�SDUWV�RI�WKH�RUJDQL]DWLRQ�WR�inform overall business strategy.

Adopt a storytelling frameworkMarketing to known audiences provides a key

competitive advantage: precision. This includes

precision over who sees a series of messages, the

order in which those messages are served and the

frequency of each. The result? Marketers can move

from message transmission to cohesive storytelling,

with little waste. Marketers who take advantage

of this precision to amplify their narratives will

gain competitive advantage, especially as all media

become digital and addressable.

Business

Strategy

Digital Testing

and Execution

Scale Across

Channels

Business

Results

OPTIMIZE

FIGURE 8: A Digital-First Brand Building Model

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Digital Advertising Insights: A Treasure Chest For CMOs To Open

About The CMO Club

The CMO Club is the world’s most engaged and inspired community of Senior

Marketing Executives who help each other solve their biggest challenges,

within a candid, trusted, and sharing environment. Collaboration fueled by

inspiring events and within the members-only Digital Solutions Clubhouse

raises the standard for what is required to be a successful Chief Marketing

2ɝFHU��:LWK�PRUH�WKDQ�����PHPEHUV��7KH�&02�&OXE�LV�WKH�JR�WR�FHQWHU�IRU�today’s Senior Marketer for peer-based personal and career success support.

For more details, please visit www.thecmoclub.com.

About SocialCode

SocialCode is a technology and insights company that manages digital advertising

for the world’s leading consumer brands. SocialCode decodes human needs

to deliver actionable insights from consumer data on advertising platforms like

Facebook®, Twitter, Instagram and Pinterest. SocialCode is the only major

social marketing platform that combines automation with a strategic services

group. That’s why marketers like AB InBev, Nestle, Capital One, Reckitt

Benckiser and Macy’s trust SocialCode to know what to do now and what to

do next. Visit SocialCode.com to learn more.

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