Background
A global CPG brand was faced with three big challenges: increased competition, falling consumption from a key demographic, and a regulatory environment that limited its capacity to advertise and go to market more broadly.
The brand owner asked Gain Theory to conduct incrementality testing to help navigate these challenges with the confidence only a statistically robust testing system can provide.
Solution
We deployed Sensor™ – our award-winning measurement solution that provides granular, privacy compliant insights at speed – for its embedded incrementality testing capability. This enabled the company to run multiple, concurrent tests across all relevant channels to measure the impact of new marketing tactics.
Gain Theory consultants also worked alongside the company’s marketing team and its media agency to identify testing opportunities, specify parameters, oversee implementation, and support with the interpretation and scaling of results and insights.
Results
A traditional testing approach would have measured $5-10m worth of marketing activity, but Sensor™ enabled multiple, concurrent testing of marketing activity worth $60m+. Testing at this scale resulted in $1.5m of cost savings and increased cost efficiency by 18%.
It also led to critical insights being revealed. For example, analysis showed a “personalization-at-scale” approach on one key platform drove 1.5x higher effectiveness but was less efficient due to costing more. This insight enabled the company to allocate budget to a more efficient mass targeting approach.
cost savings