Deckers Brands is a global leader in footwear, apparel and accessories. Founded in 1973, the brand grew rapidly over the years, but eventually growth began to slow. Its channel-oriented strategy – which featured separate marketing teams for search, display, video and other channels – created silos. Deckers Brands knew it needed to become more customer-centric and to connect customer data across multiple touch points. By using its first party data together with Google Marketing Platform and Google Cloud, the brand uncovered consumer insights that helped it decide which creative to serve, and which consumers were most likely to purchase. This strategy paid off and led to lower cost per acquisition and increased conversation rates.
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