Advanced Analytics Measures the Impact of Cross-Brand Exposure on Overall Sales

C ASE STUDY

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Harnessing the Power of Advanced Analytics To Determine Effectiveness of Cross-Product Branding Strategy for Consumer Goods Retailer.

Product Line Purchase Overlap 34,713

Home Appliances

14,974

Kitchen Appliances Overlap

Challenge

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A top consumer goods retailer, wanted to better understand the impact of cross-brand exposure on driving sales. The retailer has two primary sources of revenue, home cleaning appliances and kitchen appliances. Historically, they thought exposure across brands would help drive both upselling and overall sales.

However, the measurement strategy for their marketing efforts did not measure the product lines separately to confirm their hypothesis.

We partnered with the retailer to develop a test and learn strategy that would determine if cross-brand exposure drives an incremental lift in sales for their brand as a whole.

99

Strategy Our analytics team developed and implemented a cross-product measurement solution that would provide our client with more in-depth insight into the relationship between crossbrand vs. single brand exposures in the customer journey. Our attribution analysis tracked and connected the performance between users exposed to one product line and users exposed to both product lines to assess if the difference has an impact on overall brand sales.

Success We determined there was little purchase overlap across the two product lines irrespective of media exposure. We also found that when users exposed to one product line but ultimately purchased the other, it had more to do with the frequency of ads across product lines than the impact of creative messaging across two different products. During our test, both products together generated 49,786 sales transactions, but only 99 of those had an overlap between the two product lines. Ultimately, this led us to conclude that cross-selling is not an effective tactic for our client, and the product lines are too different to attribute collectively.