To measure a return on investment and know the contribution of a channel to its sales, it is necessary to go beyond deterministic management indicators, even though these are deteriorating in a context of reduced tracking.
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To measure the contribution of your marketing and external factors (media, promotion, seasonality, etc.) to your performance (revenues, store visits, brand etc.), we roll out and industrialize customized econometric models (MMM) that measure the long-term evolution of the explanatory factors between them and compare them with a commercial performance indicator.
We roll out these MMMs at different levels of granularity, to provide you with an overview and strategic vision of the performance of your investments (contribution to sales, ROAS, etc.), applying the only method capable of providing an unbiased omnichannel measurement.
A geolocated A/B test consists of defining test zones where a specific media mix is activated and control zones (or white zones) and of measuring the impact of the tested media mix by comparing the variations in sales between the two zones (online or in-store sales).
This type of project requires very precise framing to best define the test protocol:
Our many feedbacks and experiences on these topics will allow us to support you to measure the impact of a media mix on your business performance.
When activating a digital channel that is a walled garden (e.g.: Facebook, Youtube, etc.) it is possible to deploy a performance study by defining a control segment that will be used as the standard. This standard will measure an increment on sales (Conversion Lift) or an increment on the desirability or memorization of the brand via a questionnaire (Brand Lift).
Learning Agenda is a test & learn methodology based on 4 levers:
