DISQO Case Studies Unlocking social ad measurement

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	Unlocking social ad measurement DISQO

Unlocking social ad measurement

DISQO

Technology Category	Analytics & Modeling - Big Data Analytics Analytics & Modeling - Predictive Analytics
Applicable Industries	Apparel
Applicable Functions	Sales & Marketing
Services	Data Science Services
Challenge	An established apparel brand was struggling to measure the impact of their multi-platform social media campaign on consumer attitudes and actions. Traditional ad measurement approaches were proving inadequate due to the siloed nature of social media platforms and the difficulty of merging disparate data sets. Furthermore, most measurement solutions could only provide attitudinal metrics and were unable to reveal the impact of the campaign on consumer behavior. The brand needed a unified, single-source solution that could accurately measure campaign impacts across all platforms and provide insights into both consumer attitudes and behaviors. Read More
About Customer	The customer in this case study is an established apparel brand. The brand was running a multi-platform social media campaign and needed to measure its impact on consumer attitudes and actions. The brand was facing challenges with traditional ad measurement approaches due to the siloed nature of social media platforms and the difficulty of merging disparate data sets. Furthermore, most measurement solutions could only provide attitudinal metrics and were unable to reveal the impact of the campaign on consumer behavior. The brand needed a unified, single-source solution that could accurately measure campaign impacts across all platforms and provide insights into both consumer attitudes and behaviors. Read More
Solution	The brand partnered with DISQO to measure campaign performance across all platforms using a single-source of data and a unified methodology. DISQO isolated a sample of its proprietary opt-in audience members that were in the social audience during the campaign period and compared those exposed to the campaign with mirror-matched control groups. The company then surveyed its control and exposed members for attitudinal opinions and compared lifts in downstream behaviors such as searches, site visits, and e-commerce shopping engagements. This approach provided a comprehensive view of the campaign's impact on both consumer attitudes and behaviors. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Big Data Analytics

Analytics & Modeling - Predictive Analytics

Applicable Industries

Apparel

Applicable Functions

Sales & Marketing

Services

Data Science Services

Challenge

An established apparel brand was struggling to measure the impact of their multi-platform social media campaign on consumer attitudes and actions. Traditional ad measurement approaches were proving inadequate due to the siloed nature of social media platforms and the difficulty of merging disparate data sets. Furthermore, most measurement solutions could only provide attitudinal metrics and were unable to reveal the impact of the campaign on consumer behavior. The brand needed a unified, single-source solution that could accurately measure campaign impacts across all platforms and provide insights into both consumer attitudes and behaviors.

About Customer

The customer in this case study is an established apparel brand. The brand was running a multi-platform social media campaign and needed to measure its impact on consumer attitudes and actions. The brand was facing challenges with traditional ad measurement approaches due to the siloed nature of social media platforms and the difficulty of merging disparate data sets. Furthermore, most measurement solutions could only provide attitudinal metrics and were unable to reveal the impact of the campaign on consumer behavior. The brand needed a unified, single-source solution that could accurately measure campaign impacts across all platforms and provide insights into both consumer attitudes and behaviors.

Solution

The brand partnered with DISQO to measure campaign performance across all platforms using a single-source of data and a unified methodology. DISQO isolated a sample of its proprietary opt-in audience members that were in the social audience during the campaign period and compared those exposed to the campaign with mirror-matched control groups. The company then surveyed its control and exposed members for attitudinal opinions and compared lifts in downstream behaviors such as searches, site visits, and e-commerce shopping engagements. This approach provided a comprehensive view of the campaign's impact on both consumer attitudes and behaviors.

Impact #1	The campaign drove statistically significant (>90%) lift in awareness metrics, the key KPI of the campaign.
Impact #2	The campaign succeeded in increasing likelihood to purchase by 5 points.
Impact #3	The campaign drove nearly a full-point increase in searches for the brand among those exposed to ads by .94 points, a 40% increase over the apparel category benchmark.

Impact #1

The campaign drove statistically significant (>90%) lift in awareness metrics, the key KPI of the campaign.

Impact #2

The campaign succeeded in increasing likelihood to purchase by 5 points.

Impact #3

The campaign drove nearly a full-point increase in searches for the brand among those exposed to ads by .94 points, a 40% increase over the apparel category benchmark.

Benefit #1	3 point lift in first mention unaided brand awareness
Benefit #2	7 point lift in any mention unaided brand awareness
Benefit #3	7 points higher advertising awareness among those exposed to the campaign

Benefit #1

3 point lift in first mention unaided brand awareness

Benefit #2

7 point lift in any mention unaided brand awareness

Benefit #3

7 points higher advertising awareness among those exposed to the campaign

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Overview

Unlocking social ad measurement

Operational Impact

Quantitative Benefit