Measuring Incremental Sales Lift

Adopting an innovative measurement solution showed a 29% lift in incremental sales for a leading mattress retailer.

Key Outcomes

We uncovered purchase lift by campaign for each channel.

12.1%

Lift in Display Advertising

17.4%

Lift in Native Advertising

29%

Total Lift of Combined Channels

Challenge

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.

Strategy

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.

REsults

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.

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REcognition

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