Case Study: Leading TV Data Company improves campaign lift analysis and attribution with Quantiphi

Analyze the impact of advertising campaigns run across different platforms

Quantiphi worked with a leading TV data company that analyzes advertising campaigns across digital platforms. The customer needed a way to measure campaign effectiveness by comparing conversion rates between exposed and control audiences, while also accounting for pre-exposure behavior and generating insights to improve campaign strategy.

Quantiphi implemented a lift analysis solution using Google Cloud Storage, Google Compute Engine, BigQuery, clustering, hypothesis testing, and Tableau to prepare the data and identify the right control groups. The result was actionable lift analysis and smarter campaign insights on Tableau, with attribution exceeding 20% approximately, helping Quantiphi and the customer optimize ad performance.