A Harvard Business Review paper points to a number of reasons why the Bud Light boycott was more effective than most. The researchers suggest steps companies can take to avoid such boycotts while emphasizing the unique circumstances of this particular situation.
The Attribution & Analytics Accelerator returned for its eighth year as the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. The boldest and brightest minds took the stage to share their latest innovations and case studies. Modelers, marketers, researchers and data scientists gathered in NYC to quicken the pace of innovation, fortify the science and galvanize the industry toward best practices and improved solutions. Content is available to event attendees and ARF members.
Member Only AccessLoopMe’s Carlos Cruz and IRI’s Joe Conte review a case study for Pepsi’s Mt Dew using IRI’s real-time deterministic sales data and LoopMe’s in-flight optimization. Highlighting the precision of IRI’s retailer loyalty card data from 117M households (HH), Joe provided background on and execution of the campaign that increased dollars per HH sales lift by 40%. Aligning the right ads at the right time by leveraging IRI’s actual purchase data, Carlos outlined the attributes that drove brand lift and Pepsi’s sales goals to attract new buyers.
There have been dramatic changes in loyalty due to the pandemic, requiring a re-examination of the measures of loyalty, churn, and the value of new vs. loyal buyers. NCSolutions analyzed why it is important to compare loyalty measures longitudinally to gauge a brand’s health, as well as to understand which advertising and promotional strategies have been successful and to determine whether to focus on driving penetration or brand loyalty.
In the early stages of the COVID-19 pandemic, PepsiCo embarked on a 21-month research project to find out how the quarantining affected people’s lives. The goal: adapt its brand messaging to the experiences of its core consumers, from both a human and consumption perspective, and then develop new creative. “We know that our primary consumers are really out there,” Kevin Moeller of PepsiCo said, citing data on Pepsi’s core base. “They enjoy letting loose, they don’t like to hold back. They’re people that sing karaoke and cheer at sports events. So how did quarantining impact them?”
Creative is the dominant ROI driver across all media platforms according to Nielsen Catalina Solutions: creative 49%, media 36%, and brand 15%. However, creative is challenging to measure. The speakers provided an ABCD insights framework for building effective ads on YouTube based on the key creative elements that drive sales as proven by Google’s partner, Nielsen.
Julianne Hudson of VMYL&R uncovered the results of two rounds of interviews examining the rocket ship of growth that took place in online grocery shopping beginning at the advent of COVID-19. The trend continues presently. The interviews took place eleven months apart, one in 2022 with around 2,000 respondents with a follow-up in January this year with approximately the same number, a sample totaling 4,200. Each respondent had shopped for groceries online in at least some capacity. The study helped show what online grocery shopping expectations are and what does and does not translate from the in-store to the online shopping experience.
In this session, speakers Bennett M. Kaufman, Kyle Holtzman and Michelle Smiley of Google explored a two-pronged approach to cross-media measurement and planning that considered the full-funnel impact across traditional TV and streaming video (YouTube), to make sense of all the “disparate forms of data and measurement.” The approach considered a geo-based experiment and audience incrementality to demonstrate and solve the following challenges: to retain current loyal customers, to age down the brand and to appeal to new consumers (Generation Z). The speakers presented a study done by Google in partnership with Burger King to test a new experimentation strategy to understand and measure the relationship between Linear TV and YouTube. The speakers touted the benefits of this method as repeatable and customizable across a variety of media channels, in addition to being timely, omni-channel and privacy safe.
