Marketing: Multi-touch Attribution

A CPG food brand wanted to measure and optimize its campaign performance. The client sought to understand the household exposure of a $12.2 million multi-channel advertising campaign over 16 weeks.

Circana used mid-campaign measurements to refine the client’s targeting strategy. We focused optimization on specific ad types, executing on the top one-third of the highest-performing audience segments to drive lift and eliminate waste. 

Our work lifted the brand’s sales twice as effectively as the benchmark and improved second-half performance by 20%.

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