C ASE STUDY
Award-Winning Honestly Smart Digital Marketing Partner
Finalist 2019–2020
Winner 2016–2017, 2020 Highly Commended 2018
goodwaygroup.com 20C-G469461297 © 2020 Goodway Group. All rights reserved.
Innovative Digital Marketing Strategy Drives Over 29% Lift in Incremental Sales for Leading Mattress Retailer
Lift Generated Per Key Activity of the Customer Journey 36.7%
Current promotions and offers Purchase confirmation Shopping cart Chat with representative
Purchase Lift by Campaign
13.1% 4.8%
12.1%
3.8% Display
Want trusted results you can feel confident sharing with your C-suite? Contact us to learn more about incremental lift measurement solutions at info@goodwaygroup.com. goodwaygroup.com 20C-G469461297 © 2020 Goodway Group. All rights reserved.
17.4%
Challenge Our client, a leading mattress retailer, needed to determine the effectiveness of their advertising efforts on driving sales. To achieve the client’s goal, our media strategy and analytics teams collaborated to develop a rigorous measurement solution that would provide the client with accurate, insightful results to inform future business strategy.
Strategy Our team developed a measurement solution that departed from the traditional A/B testing methodology that utilizes public service announcements (PSAs). We pivoted to a ghost bidding methodology, which seamlessly creates exposed vs. control groups without wasting budget on PSA ads, driving efficiencies for our client.
Native
Success We were able to identify the correlation between our client’s digital media strategy and their customers’ decision to purchase. Through our analysis, we determined the majority of the key pixels utilized to track the consumer purchase journey exhibited a lift in conversions. These learnings provided our client with valuable data to support budget allocations and the inclusion of digital advertising in their marketing strategy.