Background
A large European retailer that had built its brand around premium quality food found that, amid a cost-of-living crisis, its customers were buying more basic products from its competitors. As part of its response, the retailer decided to introduce more entry-priced products. The marketing team created a campaign that showcased the value of its most purchased own-brand products and wanted to link media performance to sales to prove the effectiveness of this approach and to defend its budget.
Solution
The retailer chose Sensor™, Gain Theory’s multichannel, privacy-compliant attribution solution, to help in three key areas.
First, in concert with its media agency, it used Sensor™ to determine an optimal plan for how and when to spend campaign budgets at a granular level, such as which channels, partners, and audiences to target.
Second, to better understand what was working on its social channels, notably Facebook and Instagram, Sensor™ was able to show which messages were having an impact on which audiences on which channel. This enabled the retailer to make more tactical, in-flight decisions.
Third, by linking media to sales, Sensor™ helped to explain marketing performance in a language that senior stakeholders understood.
Results
Over a four-year period that included this campaign, the retailer saw effectiveness increase year-on-year and ROI increase by 60%. As well as providing proof that marketing is working, Sensor™ helped the marketing team to secure a higher media budget.
increase in marketing ROI