Understanding real dollar impact of upper funnel channels
The Challenge
Understand impact of upper funnel channels
This gifting company wanted to understand the real dollar impact of traditionally hard-to-measure upper funnel channels including linear TV, streaming audio, and online video on their business. We designed a test to give a full picture of value across the funnel.
Results
What we achieved
After a two-month test, we proved that campaigns with upper funnel channels, including linear TV, streaming audio, and online video, as a part of the channel mix drove 7% more revenue and 6% more orders than campaigns without. This highlighted that last-click attribution was over valuing search and other lower-funnel channels, and gave the client a clearer understanding of the overall impact of upper funnel channels on their bottom line.
Our approach
Run geographical split tests
We segmented the U.S. into four similar-performing geographical groups - three were used as test groups and one was the control group. We ran a modest campaign in both groups which gave us just enough data to reach statistical significance over a two month period. We included upper funnel channels in the test group only.