To start this journey in advanced measurement, we performed a baseline media matched market test to assess the impact of digital spending on in-store revenue. This analysis uncovered that baseline digital media drives revenue in stores at a 6% incremental impact.
From there, it was important to discern how much of the in-store revenue was attributed to digital efforts. To accomplish this, we implemented LiveRamp for the purpose of ingesting in-store point-of-sale (POS) transactions to tie back to its paid campaigns in-engine (the engine our media runs through).
DXL also needed help with conducting and running a matched market test so they could gain a more holistic view of performance across the full customer journey experience. This allowed DXL to look into the revenue, the new customer counts, and the gross margin of the test versus control markets in order to adjust its marketing mix.
We also helped DXL identify the right audiences and the right platforms to develop a clear target market to better reach potential customers.