Services

Marketing effectiveness

Marketing is a vital catalyst for business growth. But to build credibility and trust, marketing leaders must show that your marketing investment is making a clear contribution to business outcomes.

We build and implement unified marketing effectiveness frameworks that provide strategic, accurate, and real-time measurement for all your marketing activities. Using a combination of advanced analytics methods – like sales modeling, incrementally experiments, and data driven attribution – this structure gives you the tools you need to continuously improve your marketing performance and business results.

How we prove and improve marketing effectiveness

If any of these challenges sound familiar, we’re here to help:

How much should I invest in marketing to optimize revenue and profit?
Which brands and products should I use and when?
Which marketing channels are most effective?
How do I accurately measure the ROI of my marketing channels, tactics and campaigns?
How do I measure the incremental impact of my marketing investment?
How can I stop relying on cookies in my measurement activities?

Impact

14%

Profit improvement from increasing media investment

9%

Profit improvement from re-allocation of media budget

8%

Profit improvement from changing timing and priority of campaigns and promotions

Example solutions

Marketing mix modeling

You need a holistic, accurate and future-proof measurement framework to optimize your marketing and business strategy and drive continuous growth. Business outcome models –also known as econometrics and marketing mix models – are the center piece of our best-in-class measurement strategy. We use these models to get holistic, data-driven insights about which marketing investments are most valuable to your business.

Incrementality Experiments

We use incrementally experiments as essential building blocks to understand true impact and drive continuous improvement. Incrementally testing is designed to measure the true value of each marketing activity, and our experiments support marketing mix modelling by providing more frequent and granular proof points, as well as providing faster insight into the incremental impact of new initiatives.

In-Flight Attribution

Our regression-based rapid attribution methodology enables you to measure digital media performance quickly with aggregate data sets, which means it doesn’t rely on user-level or cookie-based data. Privacy-safe and durable, cookieless attribution is a supplement to marketing mix modeling and first-party multi-touch attribution, enabling fast but rigorous in-flight optimization of digital marketing spend.

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October 23, 2023

Incrementality Experiments Put Simply

Discover the power of incrementality testing in a privacy-first, cookieless world with our video guide on geographical experiments for multi-moment strategies and data-driven marketing.

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Challenging the value of branded search. A call for incrementality research

The importance of conducting incrementality research for advertisers investing in branded search on Google. It explains how ad budgets spent on branded search should be used on formats with a proven incremental effect on traffic and sales or placed on SEO to increase organic visibility. Advertisers need to conduct their own research and consider alternative options, adopting a test-and-learn approach, thinking full funnel, and considering generic, shopping search advertising and SEO.

Case study

November 26, 2022

Increasing sales across 14 product categories for Shell

Helped Shell to launch an always-on integrated campaign, supporting and optimizing revenue from all customer shopper missions and 14 product categories across the UK. By replacing platform algorithms with a custom-made algorithm, they optimized revenue and increased message relevance. The dynamic creative strategy resulted in over 8000 variants, driving 500,000 store visits and an uplift in sales of 1.6% per month.

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