We have compiled an anonymized selection of real cases from our FMCG advertising customers. The case studies provide an overview on C.A.P.'s analytical possibilities.
Referencing is the current industry standard to measure offline advertising effectiveness. This method is biased by many factors and hinders to precisley derive campaign impact. In order to improve the status quo, Cyreen has established international research cooperations which shaped the C.A.P. measurement methodology. Our approach defines a new standard in offline advertising research and helps delivering new insights to FMCG advertisers and retailers.
We compare the purchasing rate of two shopper groups in the same market at the same time.
Example: 2.000 shoppers visit a certain supermarket. 1.000 shoppers activate a specific spot on C.A.P. and 1.000 shoppers do not come in contact with this advertising campaign. Based on our proprietary technology, we identify which shoppers triggered an ad and which did not. Ultimately, we compare the purchasing rate of the two groups and see whether C.A.P. results in a significantly increased probability that shoppers buy the advertised product. Simultaneously, it does not matter whether a brand is running a price discount, booked an OOH campaign, organized instore product tasting or the like. All factors are identical for the two shopper groups - unlike when making use of the referencing methodology.
Our academic board members Prof. Dr. Dennis Herhausen (VU Amsterdam; previous University of St. Gallen) & Prof. Dr. Sven Henkel (European Business School) have published a case study with Barilla, illustrating the significant impact of C.A.P. on pesto.
The article was published in the Marketing Review St. Gallen by the University of St. Gallen and provides a practical example on how our methodology works.