Tested the incremental impact of targeting existing Direct Mail audience with Paid Social messaging to help drive customers down the funnel.
Marketing Analytics Platform
Paid Digital Media
Leading fashion retailers was looking to efficiently optimize their combined digital and traditional channel mix.
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.
Maximizing Enterprise Marketing Return by delivering a comprehensive view of media leveraging Ovative’s Marketing Analytics Platform (MAP), which integrates MMM, MTA, incrementality, and customer future value across digital and traditional channels....View more >>
Driving efficient growth across B2C and B2B audiences through innovative paid and owned media activation on marketplaces, site optimization and testing, creative services, and product-level measurement rooted in Enterprise Marketing Return....View more >>