Balanced Attribution accelerates automotive company opportunities

With granular insights around the impact of digital ad exposure on brand metrics, we helped our client boost Consideration by 60%.
60% improvement in Consideration

Challenge

An automotive manufacturer had conducted a series of Brand Lift Insights studies, but wanted to get more granular and prescriptive insights from the research.

Approach

Kantar used Balanced Attribution to enhance the Brand Lift Insights data that had already been collected, by using the MTA framework.

MTA / SMX® attributed changes in brand metrics to each digital ad exposure.

Insight

Using the enhanced Brand Lift Insights approach, we were able to deliver much more granular reallocation and ad improvement advice.

Impact

The gains from frequency optimisation and reallocation equated to an improvement of more than 60% in the key brand metric (consideration).

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