BUSINESS SCIENCE + ANALYTICS
Postmates, an on-demand delivery service, sought to develop an economic impact model to measure the effect it has had on cities, businesses, and workforces in the markets it operates in. To accomplish this, we applied econometric modeling and analysis techniques to over 80 demographic, industry, and labor market characteristics over a seven-year period and across 300 U.S. markets. We analyzed differences in pairs of markets – with and without Postmates – to calculate Postmates’ incremental impact to the retail sector, food service, and the local economies. Because many factors can contribute to differences in economic performance, data on other factors are included in the model, enabling us to isolate “The Postmates effect”. Read the full report, here.
How do the luxurious champagne, wine, and spirits brands of the Moët Hennessy group perform online and in print media? What is their media footprint? For the past four years, we have evaluated the communication performance of 11 Maisons across 15 markets to understand how they contribute to the Moët Hennessy group reputation. Our reporting approach allows the group and the Maisons to compare the performance of key activations (product launches, brand ambassadors, events etc.) across all markets, to assess how the values of Moët Hennessy are spread in the media, and ultimately, to improve the group and Maisons’ communication strategy.
Influencer marketing is a major avenue for Pond’s to generate organic conversations among their customers. We created a measurement framework using our proprietary system, the Command Center, to enable Pond’s to track, measure, and optimize the performance of their ‘Pond’s Insider’ programing, taking a data-backed approach to managing influencer relationships. The measurement system included a statistical model and performance scorecard that accounted for activity, affinity, engagement, sentiment, and visibility as attributes. This pioneering use of analytics has empowered Pond’s to accurately measure the program’s success and assess ROI.
Facing steady declines in sales across the entire pasta category, Barilla needed to determine the best avenues for increasing the relevance of pasta among consumers and increase reconsideration of the category. We created a measurement framework encompassing activity metrics, survey research metrics, web traffic, cookie tracking metrics, paid amplification data, and sales metrics. All data was incorporated into one holistic view: an interactive dashboard illustrating a strong connection between communications outputs and business outcomes.