Background
A multi-brand global retailer commissioned Gain Theory to measure and optimize its entire marketing funnel. The company’s previous approach to measurement and optimization was not able to capture key consumer events, such as the holiday season, and did not deliver analyses in time for important marketing-related occasions, such as the upfronts.
Solution
Gain Theory established direct data feeds and APIs to facilitate a more streamlined data process. This enabled marketing measurement frameworks to be built across all key brand KPIs within the customer purchasing funnel and across the entire brand portfolio, with analysis and recommendations feeding directly into the upfront planning consultations. The more granular data feeds also enabled a richer analysis of digital tactics and performance. The results, which were fed directly into Gain Theory Interactive to allow for an instantaneous visualization, were available two weeks after activity was aired, allowing for in-flight optimization.
Results
Recommendations for media and marketing optimizations resulted in $150m incremental revenue across four brands. Insights were available in time for upfronts enabling faster implementation at a key planning junction.
Deeper learnings enabled investment efficiencies across digital tactics, while the holistic customer purchasing funnel framework provided short- and long-term insights to drive more profitable decisions.
incremental revenue