Case Study: abaGada achieves 12%+ monthly net revenue lift during promotional periods with Skai's Impact Navigator

Impact Navigator Validates and Quantifies Impact During Promotional Periods

abaGada, a data-driven online media agency within Dentsu working with Native Instruments, faced a measurement challenge: the seasonal, promotion-driven nature of Native Instruments’ business made it hard to quantify the true impact of Google Display Network, Google Search, and Facebook advertising during peak promotions. To address this, abaGada turned to Skai and its incrementality measurement platform, Impact Navigator, to validate performance during unusual promotional periods.

Skai ran a validated 4‑week experiment with Impact Navigator, modeling thousands of scenarios, selecting a representative 30% of geos to pause media, and delivering a test design in seconds rather than weeks of data‑science effort. The experiment showed monthly net revenue rose more than 12% from their media buys, ROI was well above profitable levels, and daily incremental impact rose nearly 50% outside email-promotion days. Based on Skai’s insights, abaGada and Native Instruments recalibrated attribution, updated 2021 plans and budgeting, and shifted media timing to maximize promotional ROI.

abaGada