How does a brand create
a quantitative framework
to increase marketing efficacy
and identify ideal markets for growth?

CONSUMER PACKAGED GOODS

The challenge

How does a brand create a quantitative framework to increase marketing efficacy and identify ideal markets for growth?

A CPG brand in a low-volume, low-interest category wanted our team to provide insight into two main challenges: how to measure marketing effectiveness and how to quantify the impact of marketing on sales. The outcome of our work informed future marketing strategies, prioritization of markets and evaluation of specific communications tactics.

The WildFig solution

Our team developed a series of analyses using first-party sales data, social media marketing activity and third-party data provided through Nielsen and IRI to answer these questions. With the descriptive analysis in place we developed a series of predictive models to inform future efforts and provide a valuable benchmark to measure performance.

Our models were able to:

  • Account for 68% of variation in sales based on advertising spend
  • Predict weekly number of anticipated SKUs by retailer
  • Identify the significance of each tactic within the marketing mix by store and by week
  • Delineate performance by control and supported markets