Marketing: Marketing Mix and Lift
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.
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 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.