Upper Funnel Brand Measurement
National Durables Retailer
Tracked progression of brand-influenced customers down the marketing funnel to uniquely evaluate and quantify brand performance.
Scope
Opportunity
A national home furnishings retailer, with upper funnel brand TV investments representing a high portion of spend, knew brand messaging would not lead directly to a purchase, but had no other way of evaluating performance.
Impact
Defined and evangelized a new approach to upper funnel brand measurement
Approach
1. Tracked progression rate of brand TV-influenced customers down the funnel. Leveraged unique metrics (e.g., units, new customer, funnel progression) to measure the efficacy of these upper funnel TV campaigns.
2. Reoriented brand performance metrics around their ability to drive consumers down the funnel. Syndicated funnel-based approach with leadership to change the expectation that these efforts will directly drive sales.
3. Continuously leverage results to remix spend. Looking for opportunities to move spend out of inefficient lower funnel campaigns into more effective upper funnel campaigns.
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