Upper Funnel Brand Measurement

Durables Retailer

Tracked progression of brand-influenced customers down the marketing funnel to uniquely evaluate and quantify brand performance.

Scope

Integrated Media Planning & Optimization

Marketing Analytics Platform

Paid Digital Media

Strategy Consulting

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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Integrated Planning

Coach

Continuously optimizing to Enterprise Marketing Return by leveraging a cross-channel planning approach, full mix execution, Marketing Analytics Platform  insights, and global reporting dashboards....View more >>

Media Advisory Services

National Home Furnishings Retailer

Working as an extension of the client team in an advisory media capacity to drive incremental impact enterprise impact, maximizing media optimization opportunities across Paid Search, Paid Social, and Affiliate channels....View more >>

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