Campaign Lift

Understand the impact of your media campaigns

Every year, your organization allocates budget across multiple channels and campaigns. You need to continually test new tactics to win customers, but you also have to understand the impact of those investments on sales quickly, so you can decide whether to continue them or course correct. With Nielsen’s Campaign Lift solution, you can understand how well your specific campaign achieved goals and diagnose the drivers of campaign performance so you can inform your tactics going forward. Powered by proprietary data and rigorous methodology, it compares the sales metrics for two groups—those who saw your ads and those who did not—for the most accurate view of the incremental sales lift driven by your campaign.

MEASURE THE INCREMENTAL SALES FROM YOUR MEDIA CAMPAIGNS

Our Campaign Lift solution measures the impact of a media campaign on actual sales across digital, mobile, TV, radio, print, outdoor and cross-media. With Campaign Lift, you can understand the incremental impact of a campaign and deep dive into which elements of your campaigns are most successful in driving incremental sales to optimize your future media plans.

It helps answer critical questions about performance, such as:

  • Did my advertising campaign have positive impact on sales?
  • Did my campaign have a positive return on ad spend?
  • What impact did the campaign have on existing brand buyers versus new brand buyers?
  • What impact did the campaign have on my market share?
  • Should I execute this campaign again/more broadly?

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Linking Media Activity to Sales

Nielsen Campaign Lift measures the impact of campaigns across a wide range of categories, including retail, consumer packaged goods, restaurants, e-commerce, entertainment, travel, telecom, media and financial services.

For consumer packaged goods brands and retailers, we use comprehensive store sales data to understand whether a campaign executed in select geographic markets had the desired impact. This helps you prove the value of your investment and determine whether to expand the program more broadly, or not.

For companies that sell directly to consumers, we leverage expansive coverage of credit and debit card transaction data in the U.S., covering all major payment networks (Mastercard, Visa, Discover, American Express). This means you’re able to measure the impact of advertising campaigns based on the largest single-source data set available, and get very detailed insights into different buyer segments, such as lapsed purchasers, competitor purchasers and more.

This data is matched to various Nielsen media assets (TV, mobile, online and audio) to enable measurement. Sales impact is measured and interpreted by analyzing changes in purchase behavior for buyers or geographies exposed to your campaign compared to those that were not exposed, providing you with a unique and powerful understanding of consumer media and purchase behavior.

Close the Loop Between Your Advertising and its Impact on Bottom-Line Sales

With our Campaign Lift solution, you can see exactly how your campaigns impact purchase behavior. Measure the total and incremental sales lift of buyers who saw the ad versus those who didn’t. Understand the impact on return on ad spend to identify whether the campaign met goals and whether to expand it going forward.

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