Case Study: Local Control Basket
THE PROBLEM
Our client sought to evaluate the effectiveness of radio advertising on a national scale by running a 6-week test campaign across 8 select local markets.
The objective was to assess whether radio could drive significant incremental sessions and justify a broader, national rollout.
OUR CHALLENGE
To provide meaningful insights, we needed to:
Develop a local control basket model for each of the 8 markets.
Measure the aggregate incremental sessions driven by radio in each market.
Use this data to estimate national cost per session and cost per sale.
OUR SOLUTION
We implemented a local control basket model for each test market, which allowed us to:
Accurately measure incremental sessions across diverse regions.
Identify high-performing markets with strong signal responses, while noting areas with minimal lift.
Calculate an aggregated cost per session to forecast a projected national cost per session and cost per sale.
THE RESULTS
The insights from this local test were compelling:
Our analysis provided a clear cost per session forecast at a national level, enabling the client to make informed budgeting decisions.
Based on the positive results, the client confidently expanded their media mix to include national radio with a significant weekly spend exceeding $100K.
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