One of our clients, a leading fashion retailer wanted to find out the effectiveness of advertising efforts on driving online sales. Popula Digital was asked to provide media strategy and measurement recommendations to help inform its future marketing strategy and investment.

A rigorous measurement solution that departed from the traditional A/B testing methodology was developed by Popula Digital. We suggested a ghost bidding methodology as it seamlessly creates exposed versus control groups without wasting budget on Public Service Announcement (PSA) ads.

Through this methodology, we were able to directly correlate digital media spend to the customer purchase decision. It highlighted a 39% lift in sales conversions. These results provided our client valuable insights to support the continued investment of digital advertising as a key part of its marketing strategy.