Digital Campaign Measurement

IRI’s proven campaign measurement methodology accurately measured sales lift of 8.9 percent and a return on advertising spend of $2.54, and isolated specific sales drivers.

 

ISSUE

A large snack manufacturer wanted to measure and understand both the dollar return of a digital marketing campaign and the impact on drivers of consumer purchase behavior. The client did not have access to the data assets required to measure the impact of a digital campaign across all outlets or to help understand the core sales drivers.

INSIGHTS

Working with IRI, the client launched a 32-week digital campaign with three different creatives and was interested in measuring the performance of each of them, the responsiveness of their main segments, and the specific drivers of sales lift: penetration, purchase frequency and purchase size.

To measure the success of the digital campaign, IRI identified panelists who were exposed to the client’s advertisement. This group was then matched with other panelists who had similar purchase behavior and demographics but were not exposed to the campaign, creating a control group. The two groups’ brand and category purchasing, response to purchase-related marketing (e.g., coupons, trade discounts, etc.), shopping patterns (outlet and chain, trip types, purchase cycles, etc.) and relevant household characteristics were then compared and measured for statistical differences. Test-period market forces and the volatility of household-based data were controlled for by measuring their impact and subtracting that from the panel differences. The remaining difference in sales lift was attributed to ad exposure.

Select exposed and non-exposed consumer groups with similar demographics and shopper behavior
Measure both groups’ purchase behavior and relevant characteristics
Control and remove any unrelated market forces
Compare results of exposed and control groups

 

By using advanced modeling techniques, IRI disaggregated the sales lift, identifying specific drivers such as household penetration rate and the dollars spent per household. The buying rate was further broken down into purchase size and frequency to give the client a complete view of the campaign’s dollar sales impact.

IMPACT

IRI’s findings demonstrated that the manufacturer had an untapped $400 million to $450 million opportunity online, and identified the brands, retailers and marketing levers to prioritize and leverage.

After a 32-week digital campaign, sales increased by 8.9 percent (return on advertising spend of $2.54) versus the non-exposed control group. This lift was driven by:

  • Higher number of purchase occasions.
  • Increased spend by both repeat and brand non-buyers.
  • Strong performance of Creative A.

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FACTS ABOUT US

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