Revamped data strategy to
drive measurable performance.

Quest recognized the importance of data and analytics but was limited by the extended lead times often associated with robust ROI measurement. Marketing Mix Modeling (MMM) was conducted each fiscal year to better understand marketing’s contribution to sales, but there was not a solution in place that allowed for more frequent mid campaign adjustments to their media investment.

NCS and Upwave’s frequent quarterly readouts and metric outputs aligned with both awareness and sales objectives. We based each solution on a test (exposed) and control (unexposed) experimentation methodology that calculates “lift” in a multitude of KPIs including awareness, consideration, and in-store sales. And by diving deeper into the specific variables and parameters of the digital media buy driving the most lift, we created a much more actionable media analysis than the MMM. We better tracked more nuanced data to uncover how different audiences, creative, placements, and more were performing relative to one another. This brought Quest’s optimization to a whole new level, directly impacting the performance of the media buy.

The advancements to Quest’s media attribution not only allowed us to understand how the digital campaign was driving holistic brand and business performance, but also provided the granularity to make meaningful, more frequent optimizations. This combination of both macro and micro analyses allowed us to continuously restructure our digital media strategy to constantly drive improved performance. Brand performance reached all-time highs including a 21% YOY lift in awareness, and we were also able to deliver against Quest’s primary KPI to the tune of a 6% incremental sales lift.