A global CPG company was facing challenges with its marketing mix. From a media perspective, target audience reach had been declining in established channels such as TV, OOH, and Facebook. From a creative perspective, advertising had been focused on innovation and specific product ranges. However, analytics showed that whilst this strategy drove sales of the products that were being advertised, other products did not benefit, leaving the business short of its overall growth targets. From an audience perspective, marketing was struggling to cut through with Gen Z. But while the company was aware that it needed to try something new, it didn’t want to make changes without knowing what the impact would be on sales.
Gain Theory’s Sensor™, which uses privacy-compliant geographic level data, such as Zip- or Post-codes, was deployed for testing at scale. We worked with our client and their agencies to run new activity in specific markets, leaving other markets dark. Sensor™ automatically reported the results, giving all stakeholders a clear idea of whether the new activity was working over the short and long term.
Multiple activities were tested at once, providing a view across new media channels, new creative and new audience groups, all within the space of a year. Activities were quickly cancelled or scaled depending on performance.
The company was able to test new marketing activities with confidence, with data-informed decisions leading to an increase in marketing ROI of 30%.
increase in marketing ROI