Analysing the results
Post-campaign, our evaluation team measure campaign performance based on objectives set during the planning stage. This may include using brand measures, such as increased awareness, or retailer measures, including gaining listings, distribution and additional placements in store. Ultimately a core objective we seek to understand is whether the campaign generated an uplift in sales.
How we do this
We use a test versus control methodology that isolates the impact of the media – by controlling for all other activity taking place in the store at the same time, such as promotions and secondary space. We use this methodology to understand how media channels perform on their own, but also in combination along the shopper journey.
Using the same methodology across all in-store media (or geo-targeted media in proximity to a store) enables us to make robust comparisons across many media channels, as well as different retailers. It also steers us in building strong recommendations for future campaigns.