Measuring Impact with Confidence
With many different programs and campaigns in market at any given time, it was difficult for our QSR client to quantify the ROI of a strategic shift in media buying. We could tell that media KPIs were improving, but we couldn’t quantify the sales impact without a deeper analysis.
- Tier 1: Top Transaction Trend and Top Survey Results
- Tier 2: Top Transaction Trend or Top Survey Results
- Tier 3: Poor Transaction Trend and Poor Survey Results
Analyzing the Impact of Media Strategy
So, using advanced analytical techniques, we were able to isolate and quantify the impact of the shift in strategy. This analysis gave the marketing team the confidence to continue with the strategy into the subsequent campaigns, increased revenue by $1M in just a few weeks and also helped them to isolate an outside factor in one of their key markets that was getting in the way of sales.
All of this was possible because of the teamwork of the research team identifying an opportunity in the brand health tracker and the media analytics team aligning that with first-party data trends to make the recommendation.