InContekst estimates impact based on uplift in sales, calls, or other outcomes caused by advertising and other forms of marketing.
It does this by detecting statistical links between marketing inputs and the outcomes.
This method:
- Detects cause-and-effect link between the inputs and outcomes.
- Is holistic. Takes into account all marketing activity across all channels.
- Is privacy-compliant. The system works with aggregate data only - no one is being tracked.
- Does not rely on 3-d party cookies that are being phased out.
- Reports on incremental value, e.g., how much extra sales can you get for additional spend.
- Takes into account channel saturation. Advertising does not scale up linearly.
The system can analyse and report on any combination of metrics for marketing inputs and outcomes.
The most frequently used combination is amount spent for marketing inputs and sales revenue for outcome is gross profit.
In this case, the effectiveness metric is return-on-marketing-investment (ROMI). Other metrics include cost-per-sale (CPS),
cost-per-customer-acquisition (CAC), conversion rate from impressions or clicks to sales.
You can evaluate performance by any parts (segments) of your campaigns. Typically, such segments are defined by:
- Channel - media with substantially distinct audience, e.g., online publications, influencers, offline activities, digital display, social ads.
- Message / creative idea - for example, the character in the ad being a man or a woman.
- Format - compare performance of videos vs large display vs text ad.
