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Unlocking social ad measurement
Technology Category
- Analytics & Modeling - Big Data Analytics
- Analytics & Modeling - Predictive Analytics
Applicable Industries
- Apparel
Applicable Functions
- Sales & Marketing
Services
- Data Science Services
The Challenge
An established apparel brand was struggling to measure the impact of their multi-platform social media campaign on consumer attitudes and actions. Traditional ad measurement approaches were proving inadequate due to the siloed nature of social media platforms and the difficulty of merging disparate data sets. Furthermore, most measurement solutions could only provide attitudinal metrics and were unable to reveal the impact of the campaign on consumer behavior. The brand needed a unified, single-source solution that could accurately measure campaign impacts across all platforms and provide insights into both consumer attitudes and behaviors.
About The Customer
The customer in this case study is an established apparel brand. The brand was running a multi-platform social media campaign and needed to measure its impact on consumer attitudes and actions. The brand was facing challenges with traditional ad measurement approaches due to the siloed nature of social media platforms and the difficulty of merging disparate data sets. Furthermore, most measurement solutions could only provide attitudinal metrics and were unable to reveal the impact of the campaign on consumer behavior. The brand needed a unified, single-source solution that could accurately measure campaign impacts across all platforms and provide insights into both consumer attitudes and behaviors.
The Solution
The brand partnered with DISQO to measure campaign performance across all platforms using a single-source of data and a unified methodology. DISQO isolated a sample of its proprietary opt-in audience members that were in the social audience during the campaign period and compared those exposed to the campaign with mirror-matched control groups. The company then surveyed its control and exposed members for attitudinal opinions and compared lifts in downstream behaviors such as searches, site visits, and e-commerce shopping engagements. This approach provided a comprehensive view of the campaign's impact on both consumer attitudes and behaviors.
Operational Impact
Quantitative Benefit
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