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DISQO > Case Studies > Sustained impact: A retailer’s ads had purchasing impact beyond the campaign window

Sustained impact: A retailer’s ads had purchasing impact beyond the campaign window

Technology Category

Analytics & Modeling - Predictive Analytics
Analytics & Modeling - Real Time Analytics

Applicable Industries

Retail

Applicable Functions

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Services

Data Science Services

The Challenge

A major US retailer wanted to assess the performance of digital advertising in driving online purchases on Black Friday and throughout the holiday season. Traditional measurement of advertising effectiveness, which relies exclusively on surveys to capture consumer attitudes, might not capture the true campaign impact. The retailer wanted to understand the linkage between exposure to the end-of-year advertising campaign and site visitation and purchases. They also wanted to learn if their campaign had an impact beyond its core audience of affluent consumers and if the holiday campaign produced any lasting impact. They needed a neutral measurement partner who could deploy survey and behavior-based research on the campaign to provide a complete view of impact on the metrics that mattered most to the client, including attitudinal metrics and behavioral metrics.

About The Customer

The customer in this case study is a major US retailer. The retailer was interested in assessing the performance of its digital advertising campaign during the holiday season, particularly on Black Friday. The retailer wanted to understand the impact of the advertising campaign on site visitation and purchases. They were also interested in knowing if the campaign had an impact beyond its core audience of affluent consumers and if the holiday campaign had any lasting impact. The retailer was looking for a neutral measurement partner who could provide a complete view of the impact of the campaign on both attitudinal and behavioral metrics.

The Solution

To test campaign effectiveness, the platform chose DISQO’s Ad Measurement solution to get a complete and independent view of impact. DISQO analyzed a sample of its proprietary opt-in audience of users who voluntarily share their opinions as well as data about their online behaviors. DISQO separated these users into control and exposed groups, taking the necessary step of controlling for prior brand propensity as measured by website visitation and media consumption. DISQO surveyed both groups to understand their attitudes toward the retail brand and additionally compared actual behaviors including web visits to the retailer’s site and online purchases. The research sought to answer several questions including whether exposure to the ad campaign improved brand favorability, whether campaign exposure impacted stated intent to visit the retailer site or make a purchase, whether actual consumer behavior was impacted by the ad campaign, whether campaign impacts confirmed to the brand’s known target market, and whether impacts of the holiday campaign persisted into the new year.

Operational Impact

The retailer’s campaign was successful and drove marked increases in site traffic and purchases.
Over a quarter of people exposed to the campaign visited the retailer’s website, a two-fold increase over the baseline.
Consumers exposed to the ad campaign were twice as likely to make a purchase from the retailer’s site compared to those who were not exposed to the campaign.

Quantitative Benefit

Site visitation jumped 100% during the November/December campaign.
The period of January – March saw a 48% lift in visitation.
Campaign exposure was associated with a 105% increase in actual purchasing lift.