Sizing Up Success Metrics, With The CMO Of True Religion
Recorded: Jan. 21, 2026, 6:03 p.m.
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Sizing Up Success Metrics, With The CMO Of True Religion | AdExchanger
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“I know if something is working [and] I know if something isn’t working,” D’Arcy says. “[And] I can change on a dime, because I’m seeing the hourly traffic and sales come in for the website.” For more sophisticated measurement, True Religion implemented media mix modeling to assess the incremental impact of shifting media spend. Rather than just spending more on what seems to work, D’Arcy and her team are testing whether they can use MMM to reallocate budget in real time to drive more sales.
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Kristen D’Arcy, CMO of True Religion, emphasizes a data-driven approach to success metrics, prioritizing real-time visibility and agility within her marketing strategy. The core of her philosophy revolves around moving beyond traditional last-click attribution to gain a truly granular understanding of campaign performance. D’Arcy’s approach is characterized by a three-tiered paid social measurement system – upper-funnel brand awareness, middle-funnel influencer marketing, and bottom-funnel retargeting – allowing for continuous monitoring and adjustments. A key element of D’Arcy’s strategy is the implementation of media mix modeling (MMM) to assess the incremental impact of shifts in media spend. Rather than solely relying on historical data to identify high-performing channels, True Religion leverages MMM to test and reallocate budget in real-time based on observed digital activity. This capability—demonstrated by the immediate impact of the post-launch data following the Quavo/India Love holiday campaign—provides a critical advantage, enabling the marketing team to make rapid, informed decisions and maintain momentum. The brand’s immediate success with the Quavo/India Love campaign exemplifies D’Arcy’s emphasis on responsive adjustments. Web traffic jumped by over 50% and sales increased significantly, illustrating the value of rapid responses. This highlights a prioritization of actionable results and a willingness to shift strategies based on live data, directly influencing marketing investments. Furthermore, D’Arcy’s team recognized the importance of personalized customer engagement, redesigning the brand's loyalty program to focus on personalization, engagement, and lifetime value. This signifies a maturing understanding of marketing beyond simple sales figures, embracing a long-term customer relationship strategy. Finally, D’Arcy articulated a preference for tech partners characterized by honesty and demonstrable outcomes, reflecting a commitment to collaborative and transparent technology relationships. This approach underscores the need for mutually beneficial partnerships that contribute directly to business results. |