Case Study: a large retailer in the US quantifies TV marketing impact with Tredence

a large retailer in the US recommends TV plus radio after Tredence analysis of 40% TV spend

The client, a large retailer in the US, faced the challenge of quantifying the impact of its TV marketing, which consumed approximately 40% of its budget. The retailer partnered with Tredence to isolate TV's effect on new customer acquisition and orders and to compare its performance against other mass media channels like radio.

Tredence developed predictive models using regression techniques and conducted measurement analyses comparing periods with and without TV marketing. The solution provided by Tredence revealed that TV marketing does not produce the best results in isolation. The key result was a strategic recommendation for the client to continue TV spending but to use it in tandem with radio advertising, enabling a more effective redistribution of the marketing budget across media channels.