Uggs Parent Company Deckers Is Betting Its Boots On First-Party Data
Richard Russell, VP of omnichannel marketing at Deckers Brands, parent company of Ugg and Teva, has been on a mission to “wean people off of using return on ad spend as the end-all be-all metric” and to reorient the company’s marketing strategy to focus on getting the most out of first-party data.
