Ovative Group and LiveRamp provided the retailer with an A|B testing capability for Direct Mail & Display impressions. The analysis of the test was enabled through the joining of anonymized CRM, online & offline transaction files, and display impression logs via LiveRamp’s IdentityLink identity resolution capabilities. Ovative developed and provided the client with a custom reporting environment which enabled analysis of the data across customer attributes, unlocking actionable insights that would have otherwise gone undetected.
The client hypothesized combining direct mail and display would increase conversion rate compared to exposure of media through a single channel. To test this hypothesis, Ovative and the client set up the test as follows:
|Display only||No media|
|Display & owned media||Owned media|
|Display & mail||Mail only|
|Display, mail & owned media||Mail & owned media|