Measuring campaign impact
Cyreen measures what a campaign actually achieves at the shelf. To do this, every purchase is assigned to a contact with the ad, or to none.
How an ad contact comes about is shown in Understanding campaign kinds.
With and without ad contact
Section titled “With and without ad contact”Shoppers without ad contact form the control group. The difference between the two groups is the effect of the advertising, not that of a public holiday, a promotion or a different store.
Traditional method: referencing
- Compares periods (before, after) or stores (with, without campaign)
- Season, weather, price promotions and location distort the result
C.A.P. measurement method
- Compares shoppers with and without ad contact
- Same store, same time, same prices
- Scientifically reviewed and published
The quality of an impression
Section titled “The quality of an impression”How well is an impression proven? The table shows stage by stage what the usual in-store measurement proves and what Cyreen proves. Stages 01 to 03 come from the definitions of the advertising association IAB, 04 and 05 go beyond them.
provenestimated, modeled or unknown
Trigger and witness
Section titled “Trigger and witness”Not every detected trolley or basket triggers a visual. When a trolley or basket reaches the C.A.P. screen while no visual is playing, it starts the visual: this is a trigger. Trolleys and baskets that arrive while the visual is already playing are witnesses. They see the visual, but not from the beginning. In the impressions, a witness counts the same as a trigger.
The longer the visual and the more trolleys and baskets pass by in a short time, the more witnesses and the fewer triggers there are.
Analysis groups
Section titled “Analysis groups”The effect is measured for analysis groups (Analysis Group). An analysis group combines analytics products for which the key figures are calculated together. A typical structure runs from the advertised product to the whole category:
narrowwide
The rules for entering analysis groups are described in Rules for analysis groups. How many analysis groups you see in the dashboard depends on the booked report, see Reports at a glance.
Key figures
Section titled “Key figures”All key figures compare shoppers with and without ad contact.
| Key figure | Answers the question |
|---|---|
| Impressions | How often were the visuals triggered, projected to impressions on shoppers? |
| Conversion Rate | What share of shoppers buys a product of the analysis group? |
| Conversion rate uplift (in the dashboard: Conversion Uplift) | By what percentage does the conversion rate increase with ad contact? The uplift is relative, small products often reach high values. |
| Average sales (in the dashboard: Basket Size) | Do buyers purchase more units per shopping trip? Measured in units, not in euros. |
| Sales Uplift (Seen) | How much more do you sell to shoppers with ad contact? |
| Sales Uplift (Total) | How much more do you sell in total in the store? In simplified terms: Sales Uplift (Seen) × reach. |
Calculator: conversion rate and uplift
Change the example figures. The calculator shows the result right away.
Conversion rate uplift+50%
How it is calculated (30% − 20%) ÷ 20%
Simplified: in the dashboard, Cyreen calculates with cleaned data from many stores. Example figures, not real results.
Please enter whole numbers: at least 1 shopper, and no more buyers than shoppers. Without buyers in the control group, no uplift can be calculated.Detailed methodology
Section titled “Detailed methodology”Formulas, a worked example, the studies behind the method, the data cleaning and how reliable a figure is are described on a separate page, which the CAP Explorer also links to.
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