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Barbara Martin Coppola
For online restaurant takeout company GrubHub, data and analytics are important, but making fast decisions and moving quickly on campaigns contributes significantly to the company’s nimble nature. GrubHub CMO Barbara Martin Coppola spoke with eMarketer’s Maria Minsker about how the brand balances data with agility.
eMarketer: What makes GrubHub’s approach to marketing unique?
Barbara Martin Coppola: Our first priority is to connect with customers in an emotional way. Brands have to think about storytelling—the moments in life that move people. The second part is being extremely data-focused. We need to surround consumers with our presence in a relevant way. We do that through data, understanding people’s behavior, understanding where they spend their time and evaluating how they consume media. It’s a mix of science and art to maximize marketing effectiveness.