DISQO > Case Studies > Unlocking social ad measurement

Unlocking social ad measurement

Customer Company Size

Large Corporate

Region

America

Country

United States

Product

DISQO

Tech Stack

Ad Measurement
Data Analysis

Implementation Scale

Enterprise-wide Deployment

Impact Metrics

Brand Awareness
Customer Satisfaction

Technology Category

Analytics & Modeling - Big Data Analytics

Applicable Industries

Apparel

Applicable Functions

Sales & Marketing

Services

Data Science Services

About The 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.

The 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.

The 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.

Operational Impact

The campaign drove statistically significant (>90%) lift in awareness metrics, the key KPI of the campaign.
The campaign succeeded in increasing likelihood to purchase by 5 points.
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.
Visits to the brand’s owned and operated website increased by 1.32 points, a 136% improvement compared to the category norm.

Quantitative Benefit

3 point lift in first mention unaided brand awareness
7 point lift in any mention unaided brand awareness
7 points higher advertising awareness among those exposed to the campaign
5 point increase in likelihood to purchase
.94 point increase in brand searches, a 40% increase over the apparel category benchmark