Reverse Engineering Reach for Impact With Wayfair

Wayfair’s story flips the script on traditional TV measurement: instead of proving TV works, they’re using data to make it more efficient. From early reliance on iSpot DaaS and spike analysis to today’s sophisticated TV Conversions & Unified Measurement framework, Wayfair knows the power of optimizing conversion tracking, response metrics, and media mix decisions.

Hear from Kara O’Brien, Head of Brand Marketing & Analytics at Wayfair, to learn how the team shifted from a heavy dependence on high-conversion networks to a more balanced strategy by incorporating live sports, streaming, and broadcast.