How to maximize lift measurement in 3 steps

February 18, 2021 | 2 minute read
Kori Wallace
Content Manager
Text Size 100%:

Measuring sales and visits lift is the key to correlating digital advertising with business outcomes, and when it’s done right, it provides a deep understanding of campaign performance—informing better strategy and smarter budget allocations.

Learn how to maximize your lift measurement by focusing on three core areas.

The problem with outcomes-based lift measurement

46% of programmatic advertisers say it's hard to reach performance goals (eMarketer 2019)

Lift measurement now vs. What it needs to be

Slow

Results long after the campaign ends

Agile

Results delivered as a campaign unfolds allowing for in-flight optimizations

Opaque

Gated access to results and an inability to compare campaigns

Transparent

Centralized access to make it possible to do comparisons

Uncertain

Lack of strong signals due to fragmentation and disparate methodologies

Confident

Trusted methodology, fueled by quality data and identity management

 

3 ways to maximize lift measurement

  1. Assess lift: across ad formats, audiences, creatives, and placements. Aim to understand how all elements are driving lift. Then optimize toward the areas with the most impact on topline growth.

  2. Measure: fast, measure often. Use digital dashboards that allow you to measure, adjust, and evaluate your campaigns across a range of variables in real time without sacrificing accuracy. Don’t settle for a single slide readout—11 weeks after the campaign finishes

  3. Try optimizing campaigns while they’re live: Adjusting budget allocations and redistributing ad spend toward the campaign elements that are driving the best results can improve ROI.

The methodology behind Moat Outcomes

Measurement methodology is crucial to ensure accuracy and reliability of results. Underpinning Moat Outcomes is a rigorous methodology designed to instill confidence in both marketing and analytics teams.

  1. Match and combine. Impression data is combined with transaction data and other reference data to serve as a basis dataset for all analysis.

  2. Define control. A synthetic control is constructed from the eligible unexposed population to match the exposed population on all important dimensions.

  3. Measure lift. Topline lift is calculated for sales and visits, in addition to measuring the impact of submetrics such as audience, creative, format, and placement. Measure social, display, video—and soon TV—with a view of performance from one campaign to the next regardless of platform.

  4. Calculate and present ROI. Results are calibrated to account for unmatched households, then presented in a beautiful user interface to inform campaign optimization. Spot the macro trends that ladder up to larger stories and shine a light on how advertising campaigns drive results.

With Moat Outcomes, you’re in the driver’s seat of your campaigns, and can adjust ad spend allocations mid-flight to reduce waste and maximize your budgets. Steer your digital campaigns toward success.

Request a demo of Moat Outcomes today

Kori Wallace

Content Manager

Kori Hill Wallace is a content specialist for Oracle Data Cloud. She loves appetizers, animals, athletics, and alliteration. (She what she did there?) 


Previous Post

5 ways to prepare for the upcoming changes to cookie targeting

Scott Kozub | 5 min read

Next Post


Women's History Month: Dilianna Bustillos

Oracle Data Cloud | 5 min read