From our bank of 1,400+ control versus test studies we first identified all the category relevant studies. 500+ impulse and 350+ chilled results were isolated. Following this we reviewed performance trends within the data, considering the following core metrics: ROI, % uplift, £ uplift/store, impressions and CPM.
Trends were analysed based on many subjects including: media, retailers, brand maturity, messaging, combinations etc. Once key learning points were identified, relevant training sessions were designed, along with collateral and reference points for the team thereafter.