Measuring the impact of your market-wide initiatives

This session originally took place at the Chicago Excellence in Customer Engagement Summit on September 17, 2024. 

Determining the impact of a large-scale event, like running an ad during the Super Bowl, has historically been a challenge. Hear from Bradley Breuer, VP Loyalty CRM & Insights at PetSmart, on how his organization is approaching this challenge when it comes to their loyalty program. You’ll walk away with ideas for how you could evaluate some of your own marketing initiatives, especially those in the ever-intimidating branding space. 

This session covers:

• How Test & Learn® with SpendingPulse™ Modeling uses a two-step causal inference approach to accurately measure a campaign’s impact.
• Real-life campaign measurement examples across the retail and restaurant industries.
• A deep dive on how PetSmart is measuring and optimizing its loyalty program.