If you’re familiar with the location data space, you know how crucial offline measurement can be when calculating marketing ROI. And when it comes to offline measurement, total “uplift” for your campaign has been the prevailing metric for measuring advertising success. However, it doesn’t tell the complete consumer story. While visit uplift is critical in showing whether a campaign was effective in driving consumers to store, it does not reveal whether the campaign drove new visitors to store. To understand the effect of your campaign on influencing new visitors, you need one thing: incrementality.
Measuring Advertising Success With Incremental Store Visits
For analysts looking to measure the success of their advertising, incrementality is key. With this metric, you can understand whether your brand’s advertising is actually changing consumer behavior by driving additional footfall, and to what extent.
With visit uplift alone, you can see how effective your campaigns are in driving consumers to store. With the addition of incrementality, you can go one step further to see whether your campaigns are driving incremental store visits — i.e. visits from new customers.
Incrementality enables you to correct for the selection bias and, when measuring campaign efficacy, rule out those visitors who are loyal to your brand and who would have visited your store regardless of your advertising. Excluding these visitors, you can identify those who are new to your store and who would not have visited organically. Thus, you can see whether your advertising actually drove new conversions, rather than just reinforced those who probably would have visited your store anyway.
Incrementality at a Granular Level
Getting more granular, incrementality at the consumer level can reveal even more insights about your campaign. With incrementality, you can understand if and how consumers were influenced by your campaign — and then segment consumers accordingly.
Incrementality has powerful implications, enabling you to understand how each channel you are running media on is affecting consumers differently, segment consumers based on how the campaign influenced them, allocate your media spend for each segment, and finally target those segments.
As a result, you can understand whether your campaign overall changed consumer behavior so that you can then take action to increase return on ad spend. Stay tuned for upcoming blogs in this series to learn exactly how you can activate incrementality for your campaigns.
You may be wondering, how can I gain access to incrementality insights? Well, Cuebiq just launched our new state-of-the-art methodology for offline measurement, which unlocks incrementality at the consumer level. We’re making incrementality accessible to all marketers, so that they can use it to improve their campaigns and strategies as a whole. We want our customers to achieve not only their current goals, but also their future ones.
To learn how you can do this, be sure to set up a meeting with one of the incrementality experts on our team.