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Listen to Our Podcast Interview
with Ian Fitzpatrick from New Balance


Ian Fitzpatrick, Head of Global Content and Digital Marketing at New Balance joins the Hookit Spontech Podcast this episode to chat about his role at New Balance and how they are using social media metrics and data to drive content marketing strategies with both athletes and partners.

He dives into:

  • The importance of creating content that tells a cohesive global brand story
  • Strategically utilizing athletes for various points along the sales and marketing funnel by playing to their strengths
  • How New Balance determines the total value of published content by looking at such metrics as:
    • Adjusted Ad Value
    • Click Value
    • Attributable Revenue and Attributable Sales

…we’re beginning to get to a place where we can understand the ROI on content and the ROI on storytelling, whether that’s told by us, by our athletes, or by our partners. Being able to have one measure allows us to effectively evaluate content through the same lens which allows us to move our dollars to the places where it creates the most value. - Ian


 

“Hookit has more than paid for itself, providing several key insights that have helped inform our Global Sports Marketing strategy."

- Ray Hilvert, VP Sports Marketing, New Balance

“Hookit’s capabilities complement our strategy for industry-leading insights and business intelligence enabling us to demonstrate tangible ROI across all of our marketing activities.”

- Zak Brown, Executive Director of McLaren Technology

“Hookit has helped us refine our partnerships and approach our digital marketing strategy in a whole new way. We now clearly see what engages with consumers and how valuable this is to the brand.”

- Sam Hopgood, Digital Marketing Manager, Rip Curl