• Overall, Initiative 2 was a success as it increased in store foot traffic by 9,727 visits which was an 80% lift compared to t he matched
"Control" group
• The cost per incremental visit was $4.96. This is higher than the Retail vertical average of $2.72
• The campaign impressions skewed slightly more towards females than males with an income $50K+ which resulted in these groups
having a higher lift than others
• It is recommended to skew the next holiday campaign similarly in order to continue to drive performance
• Media served in Kentucky, Tennessee, Maryland, Virginia and West Virginia reached consumers more likely to convert as seen in
numerous behavioral lifts among residents of the area
Key Takeaways
$48,252
Total Spend
21,951
Linked Store
Visits
0.12%
Unexposed
Conversion Rate
1.6MM
Impressions
0.21%
Exposed
Conversion Rate
79.58%
Store Visit
Lift
9,727
Incremental
Store Visits
$4.96
Cost per Inc.
Store Visit
Confidence: 99%
All benchmarks and additional data cuts can be found in the appendix
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+
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+
Initiative 2
The campaign significantly increased store visits at an ~80% incremental lift
