We began our journey with an audit of the client’s existing data assets and capabilities. Identifying online-to-offline measurement as a significant gap, we built an analytics environment where CRM and store transaction data could be merged with digital touchpoints, achieving match rates of >20% using first party data only. We then used this environment to conduct a series of in-market tests, proving the value of optimizing digital investments to drive enterprise (store and online) revenue simultaneously. By demonstrating significant incremental opportunity, we were able to gain buy-in from across client teams to develop broader measurement capabilities.
Over the course of the next two years, we led the client through the development of a comprehensive measurement stack, with work comprising a number of focuses:
While moving through each of these steps, we consistently worked with C-suite stakeholders and beyond to drive education and ensure client teams were able to independently utilize newly developed capabilities. In the end, the client’s measurement environment, coupled with wide organizational alignment, allowed for action representing a significant competitive advantage.