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).