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Cogna
2022
Cogna implemented a primarily digital acquisition strategy, but their campaign evaluation relied on last-click attribution. Unfortunately, this approach led to misleading assessments of channel incrementality and resulted in overspending on conversion strategies that were already saturated.
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In collaboration with Uncover, Cogna Media team embarked on developing an algorithm that could optimize Brandformance. This algorithm would enable real-time evaluation of the actual incrementality provided by each digital channel.
To address the issue of overspending and saturation, we created saturation curves for each media channel. This allowed us to identify channels with untapped potential for increasing sales and those that were being overinvested. A crucial aspect of the project was shifting the focus from measuring media impact on leads to evaluating its impact on total revenue.
Once the initial strategy was established, we leveraged the platform to test new acquisition channels and monitor their performance in real time. This enabled us to make data-driven decisions and continually refine our approach to maximize acquisition efficiency.