Measuring Incremental Sales Lift

A leading mattress retailer looked to determine the effectiveness of advertising efforts on driving online sales. To do so, Goodway was asked to provide media strategy and measurement recommendations to help inform its future marketing strategy and investment.

Goodway developed a rigorous measurement solution that departed from the traditional A/B testing methodology. We suggested a ghost bidding methodology that seamlessly creates exposed versus control groups without wasting budget on Public Service Announcement (PSA) ads.

This novel methodology allowed us to directly correlate digital media spend to the customer purchase decision, highlighting a 29% lift in sales conversions. These results provided our client valuable insights to support the continued investment of digital advertising as a key part of its marketing strategy.