The Solution
Comscore leveraged passively observed e-commerce behavior to measure the lift in brand share at online checkout among consumers exposed to the digital campaign content and determine campaign impact by publisher.
Campaign Setup
Brand adds Comscore tags to their campaign and selects Comscore’s Action Lift (AL) to track campaign performance:
- The Comscore tag leverages behavioral data to determine exposure to campaign content.
- Comscore’s Action Lift (AL) compares passively observed e-commerce behavior between Exposed and Non-Exposed groups to measure the lift in brand share in online checkouts.
Campaign Activated
Brand runs the campaign across multiple digital publishers to evaluate the impact holistically and by publisher.
Performance Measured
Campaign performance is measured based on the lift in brand’s e-commerce share of online transactions
- For the entire Exposed population to assess campaign impact holistically.
- Broken out by publisher to which respondents were exposed to in order to assess the impact each publisher had on the campaign.