Gain Theory was commissioned by a US-based online food delivery business to measure, forecast, and optimize the full marketing funnel across its customers, restaurants, and drivers. The company was particularly interested in understanding the impact an uncertain operating environment caused by Covid-19 and ongoing data deprecation were having on its business.
Gain Theory built a holistic measurement and optimization suite that factored in all business drivers and multiple KPIs, notably new customer, restaurant, and driver acquisitions. A wide range of marketing activations, from the Superbowl and gaming, to city-specific social media and billboard campaigns were also measured. Sensor™ delivered reports every two weeks while a more traditional MMM approach was used for quarterly strategic reviews. The client was able to view outputs, optimizations, and forecasts daily using the Gain Theory Interactive platform.
Marketing optimizations identified by this unified measurement approach enabled the company to achieve $407m in incremental revenue over a 12-month period.