Consumer Packaged Goods | WildFig Data

How do I quantify
the impact of
marketing investment?


The challenge

A national category leader wanted to establish a statistical framework to quantify the impact of marketing communications spend. The objectives were two-fold: to evaluate the impact of previous campaigns and inform future spending levels across its entire portfolio.

The WildFig solution

Through a series of advanced statistical techniques, we were able to quantify the impact of dollars normalized for every $1,000 spent and it’s contribution to sales. We also predicted what would have happened in the absence of any paid marketing spend for the same period. The result of the analysis demonstrated a significant lift in sales as a result of the program’s efforts, which was used as a benchmark for future planning and investment purposes.