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We measure demand so our clients understand where they have risks and opportunities.
FEATURED
We help our clients accelerate demand by focusing on the best opportunities for the greatest impact on their business.
FEATURED
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CASE STUDY
Sales grow 10% with marketing mix and media optimization adjustments
Snapshot
SOLUTION AREA
Market & Consumer Measurement
SOLUTION
Marketing Mix and Lift
INDUSTRIES
Food and Beverage
CLIENT
Manufacturer
The Challenge
A food manufacturer wanted to understand the impact of its advertising performance. The brand requested an annual and mid-year marketing mix, complemented by Lift studies, to see campaign performance and make in-flight optimizations.
Insight
Circana found 4.3% in synergies between portfolio mix, using both television and digital contributions to maximize efficiencies. Each half of the year was evaluated so the client could modify its campaign to increase performance. We proved the highest-performing networks were the most effective following the adjustments.
The Results
The client achieved a 1% lift in sales the first half of the year and a 2.3% lift the second half of the year for the campaign. Making further adjustments based on our results, the client adjusted its portfolio mix and grew sales in the first half of the following year. Marketing sales grew over 10% due to changes in media allocation, campaign optimization, and effectiveness despite a decline in spend.
1%
Lift in Sales first half of year
2.3%
Lift in Sales second half of year
10%
Marketing sales growth
