Advertising Integration Analysis (AIA)
Consumer Packaged Goods
The Challenge
The Client is an American beer brewing company. They approached Management Science Associates, Inc. (MSA) seeking to better understand how advertising leads to increased brand loyalty and sales by linking various measures of advertising quality and effectiveness to key sales indicators for their flagship light beer.
This data heavy project involved integrating multiple data sources; ad tracking, behavioral tracking, copy tests, GRPs, PR and marketing mix coefficients, across brands, ethnic groups, age groups, gender and geographic regions.
What Did MSA Do
MSA’s Advertising Integration Analysis (AIA) solution was the perfect approach to clarifying both short-term and long-term impacts of advertising within the category and for the brand. In this case, we applied our AIA solution using five analytical analysis steps:
Create a large dataset by integrating ad tracking and behavioral tracking data based on age groups, gender, regions and ethnicity. Then tabulate and graph all of the variables to get an overall understanding of data trends.
Create 2-dimensional maps to visualize which ad tracking and behavioral tracking variables are key drivers of ‘brand attachment’ vs. ‘behavioral motivations’ and how they relate to each other. Create 2-dimensional maps for the category, key brands, and for ethnic groups, age groups, gender and geographic regions for the subject brand.
Use Factor Analysis to consolidate the data and help manage the correlation between similar variables.
Use Structural Equation Modeling (SEM) to quantify the relationships between measures, such as awareness and loyalty, and to see how they vary across demographic groups and brands.
Create a second dataset integrating the ad tracking data with GRPs, copy tests, marketing mix coefficients and PR data. Use this secondary data set to model the impact of TV advertising on awareness via Regression Analysis.
The Results
- The study identified nine key brand measures influenced by both advertising and product experience, referred to by MSA as “bridge measures.”
- These bridge measures connect brand affinity (image) and consumer involvement (repeat purchase) within the purchase funnel.
- MSA clarified the interrelationships among all nine measures, providing a clear view of how they work together to drive purchase behavior.
- As a result, the Client refocused brand monitoring exclusively on these nine measures, simplifying ongoing analysis.
- Shifts in any bridge measure now serve as an early warning system, prompting timely adjustments to communications or other marketing levers.
