Catapult Marketing, the long-term shopper marketing agency partner of a Fortune 500 CPG company, needed to better understand how digital media investments impacted specific refrigerated food sales and wanted to accurately forecast incremental revenue in their digital media mix moving forward.
In order to prove causality of the client’s marketing investments, Catapult turned to dataxu®, a strategic marketing analytics partner, to leverage their ClearSight™ Market Pulse technology.
By designing and executing hundreds of simultaneous “randomized controlled media mix experiments” across key regions and channels, Market Pulse determined the optimal spend levels, by channel, to drive the most efficient offline sales. This allowed Catapult to fully understand how to plan and forecast revenue across display, mobile, and video campaigns.
- The study recommended decreasing video investments and increasing mobile investments, while keeping display relatively flat.
- By following Market Pulse’s recommendations, and keeping the baseline budget the same, Market Pulse projected that Catapult could drive an incremental $630k in sales over one quarter for the promoted brand.