ML-Driven Advertising Campaign Measurement To Help CPG Advertisers
A newly enriched, machine learning-driven version of NCSolutions’ (NCS) next-generation advertising campaign measurement solution will help consumer packaged goods (CPG) advertisers be more agile in dynamic markets and have greater insight into the elements of their campaigns that are driving sales lift and return on ad spend (ROAS). Called Next Gen Sales Effect, the new […]
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A newly enriched, machine learning-driven version of NCSolutions’ (NCS) next-generation advertising campaign measurement solution will help consumer packaged goods (CPG) advertisers be more agile in dynamic markets and have greater insight into the elements of their campaigns that are driving sales lift and return on ad spend (ROAS).
Called Next Gen Sales Effect, the new release leverages machine learning and advancements in NCS intellectual property and methodologies. The new methods support the demands for faster delivery, early reads and greater precision. This sales lift measurement solution is available immediately for all current NCS clients.
“In recent years, CPG marketers have been navigating turbulent waters. The confluence of inflation, increased competition, consumer behavior changes and supply chain stalls – on top of the usual demands of creating effective marketing strategies – have made moving the incremental sales needle significantly more challenging,” said Lance Brothers, chief revenue officer, NCSolutions.
“In pre-pandemic times, outcome measurement was always a key input. Today, it’s fundamental. Fundamental for measuring and optimising your campaigns to make every dollar count.“
In its latest release, NCS Sales Effect offers more granular, precise and actionable intelligence about the advertising effectiveness of campaigns and the factors driving incremental sales. CPG marketers can leverage Next Gen Sales Effect study insights to optimise media, creative, audience and other elements of their ad campaigns.
“Measuring campaign outcomes for CPG advertisers is at the heart of what we do. Next Gen Sales Effect opens up unparalleled campaign measurement opportunities for CPG brands, agencies, publishers and TV platforms,” said Jeff Doherty, chief product enrichment officer and COO at NCSolutions.
“Marketers can do more than just look back to see what happened in a campaign. They can discover what is next, create what-if scenarios and best determine how they should alter their advertising approach to meet their marketing goals.”
“What was initially a revolutionary idea—the ability to connect the dots from an ad campaign’s exposure to the resulting in-store sales—has become much more of an industry standard today,” said Linda Dupree, chief executive officer NCSolutions.
“CPG marketers are increasingly turning to sales lift research as they plan their campaign. Forty-four per cent say it’s more vital in a post-cookie world. We expect that percentage to grow in the near future, and it’s why we continue to put innovating our solutions to reflect the market needs at the centre of our priorities. This next-generation measurement solution is just one example.”
Like CPG marketers, publishers also leverage NCS Sales Effect studies as third-party confirmation that advertising on their platform provides a sales lift. Credible sales lift reports drive advertising decisions, and 41%* of CPG marketers say they are a ‘very important factor’ in determining whether to advertise with a specific publisher.
