In this episode of Brave Commerce, hosts Rachel Tipograph and Sarah Hofstetter speak with Matt Taylor, vice president of digital at Scotts Miracle-Gro.
Matt shares how generative search is reshaping the Lawn & Garden category, raising expectations for content, partnerships, and digital experiences.
He explains why Scotts brought digital and retail media together under one leader and how his team built a machine-learning model that uses weather, point of sale, macroeconomic signals, and media data to guide in-season investment.
He also breaks down what it takes to align brand, sales, and media teams and why patience and iteration are essential when building data science capabilities.
Key takeaways:
- Generative search is raising the bar for content, consumer experience, and measurement.
- Consolidating digital and retail media enables full-funnel planning and faster decisions.
- Machine-learning models help teams optimize weekly investments with real-time data.
- Data science requires buy-in, experimentation, and time to improve.
