Marketing Measurement Strategy
Delivering a data-driven approach to marketing measurement and optimization for real-world business impact
Our Expertise in Marketing Measurement
The most pressing challenges marketers and brand managers face are tied to optimal utilization of limited budgets and fierce competition for consumer attention. This has led to increased reliance on data collection, analytics, and real-time connection with outcomes to make marketers more accountable and stretch budgets as far as possible. Sigmoid’s marketing measurement and optimization solutions deliver key insights to empower marketers to make the right decisions at the right time, leading to significant gains in ROMI. Our solutions overcome conventional challenges while building Multi-Touch Attribution (MTA) and Marketing Mix Modeling (MMM) by creating a holistic approach for measuring each marketing activity. This helps in understanding the value of media campaigns by correlating advertising efforts and actual sales.
Challenges in Marketing Measurement for CPG
Recent surveys state that the largest CPGs have databases of CRM and site data that are on average only 1/10th the size of databases of their retail peers. Over 90% of CPG leaders cite data collection, activation, and scaling as key obstacles to achieve their marketing goals. To add to these existing issues, enforcement of data privacy laws like GDPR and CCPA have led to further implications for CPG marketers and brand managers.
With such a growing divide between retail and CPG in terms of data and access challenges, it becomes extremely crucial to have a marketing management strategy in place to ensure the optimal return of each marketing dollar.
Methods for Measuring Marketing Effectiveness
Multi-Touch Attribution (MTA)
Understand the individual and synergistic impact of each media choice across the consumer’s journey.
Test-and-Control / Holdout Testing
Test your hypotheses to make faster and smarter investment decisions across all marketing channels.
Unified Measurement Approaches (UMA)
Gain tactical and strategic marketing insights through a wider ecosystem of measurement.
Success Stories
11% improvement in marketing campaigns using Multi-Touch Attribution
Built a system for measuring marketing effectiveness (multi-touch and multi-channel), enabling mid-flight campaign modifications
15% lift in new user conversion using Multi-Touch Attribution and Marketing Mix Modeling
Created a system to measure drivers of incremental website traffic, optimize spends and messaging to acquire new users
Resources
In-Flight Campaign Optimization using MTA for CPG
Check out how leading CPG companies assess and predict the impact of online advertising campaigns on offline sales across multiple brands to improve ROI
How to improve marketing ROI using multi-touch attribution for CPG brands
Diving deep into the data and analytics in marketing attribution and the potential challenges while building MTA models
In-Flight Campaign Optimization using MTA for CPG
Explore the various strategies to build effective attribution models and ensure high model adoption within an organization