Incrementality Testing

Fashion Retailer

Tested the incremental impact of targeting existing Direct Mail audience with Paid Social messaging to help drive customers down the funnel.

Scope

Marketing Analytics Platform

Paid Digital Media

Traditional Media

Opportunity

Leading fashion retailers was looking to efficiently optimize their combined digital and traditional channel mix.

Impact

  • Validated that Paid Social messaging drove positive incremental sales when served in combination with Direct Mail
  • Validated that evergreen Paid Social messaging outperformed Direct Mail-amplified Paid Social

Approach

1. Ovative drove test design, splitting the Direct Mail audience 3 ways at the customer level. These three audiences included recipients of Direct Mail and Direct Mail Paid Social, Direct Mail and evergreen Paid Social, and Direct Mail only.

2. We compared both test groups against the control to calculate incremental revenue per customer. We proved that both types of Paid Social messaging drove positive incremental sales when served in combination with Direct Mail above and beyond Direct Mail standalone.

3. We recommended the continuation of evergreen Paid Social messaging with Direct Mail to drive incremental sales. We assessed that evergreen Paid Social messaging ROAS outperformed direct mail-amplified Paid Social messaging ROAS by 3X.

accent bar

View More Work

Wholesale Measurement

State Lottery Program

Implemented Ovative’s Marketing Analytics Platform to unlock full visibility into enterprise impact of marketing dollars across participating retailers....View more >>

Paid + Owned Media

Social Media Online Marketplace

Helped a leading social media platform establish an integrated, off-platform holistic search strategy to capture highly qualified users and drive product-level metrics....View more >>

accent bar