A payback analysis was created and executed to identify the impact of a $100 M advertising campaign.
A financial services company invested $100M into a national advertising campaign. The CEO wanted to know if it was marketing money well spent.
After careful consideration and review with leadership, it was determined that there were several possible ways to calculate the advertising payback.
A practical approach was selected using their primary marketing vehicle – direct mail. Response rates were calculated prior to the advertising campaign and after the campaign began, and as the campaign matured. The lift in response rates was isolated and used to calculate the difference between pre and during campaign, branded vs unbranded, exposed vs not exposed, and controlling for offer type and FICO band. Ultimately, it was determined that the $100M investment was beneficial to the company.