Real Impact
This tool ingests real-time campaign data and measures it against sales to unveil true performance in a statistically robust format
CASE STUDY
Real Impact Tool to Generate Retail Sales
Challenge
Tug and END. worked together on END.’s Enterprise SEO and were tasked with also picking up social and paid social. As part of the brief, Tug needed to consider how best to optimise strategies without cannibalising the amazing work we were already doing on SEO.
Media Solution
By leveraging the latest machine learning technology along with a dynamic product feed, Tug’s Media and Data teams created an efficient feedback loop which leverages 1PD to deliver individualised ads to users in real time across their entire set of products, maximising efficiency and revenue and enabling scalable growth.
Technology Solution
Measuring incremental revenue driven by the investment in paid social required a different approach to than just relying on platform data. Tug implemented our Real Impact tool as part of the campaign. The tool provides a causal based measurement framework, that is bedded in robust data science and control-based machine learning. Through this approach we were able to isolate with confidence the role of paid social campaigns in driving real business results and optimise the ongoing media mix.Results
-122%
Reduced average cost per sale (CPA)
+34%
Increase in average basket size
126%
Increase in ROAS in first 4 weeks
Tug Labs
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