Measuring Incremental Sales Lift
Adopting an innovative measurement solution showed a 29% lift in incremental sales for a leading mattress retailer.
![mattress firm case study](https://cms.goodwaygroup.com/wp-content/uploads/2021/02/case_study_hero_image_11.jpg)
![challenge icon mountain](https://cms.goodwaygroup.com/wp-content/uploads/2021/02/mountian.png)
A leading mattress retailer looked to determine the effectiveness of advertising efforts on driving online sales. To do so, Goodway was asked to provide media strategy and measurement recommendations to help inform its future marketing strategy and investment.
![icon strategy target](https://cms.goodwaygroup.com/wp-content/uploads/2021/02/target.png)
Goodway developed a rigorous measurement solution that departed from the traditional A/B testing methodology. We suggested a ghost bidding methodology that seamlessly creates exposed versus control groups without wasting budget on Public Service Announcement (PSA) ads.
![icon success modem wifi signals](https://cms.goodwaygroup.com/wp-content/uploads/2021/02/graph.png)
This novel methodology allowed us to directly correlate digital media spend to the customer purchase decision, highlighting a 29% lift in sales conversions. These results provided our client valuable insights to support the continued investment of digital advertising as a key part of its marketing strategy.
Results
We uncovered purchase lift by campaign for each channel.
![icon display ad](https://cms.goodwaygroup.com/wp-content/uploads/2021/02/display_ad.png)
12.1%
Lift in Display Advertising
![icon native ad](https://cms.goodwaygroup.com/wp-content/uploads/2021/02/native_ad.png)
17.4%
Lift in Native Advertising
![icon computer increase, up](https://cms.goodwaygroup.com/wp-content/uploads/2021/02/increase.png)
29%
Total Lift of Combined Channels