Client: Anonymized Apparel Brand
Services: Analytics, Measurement Framework, Incrementality Testing, Budget Reallocation Strategy, Platform Benchmarking
Overview and Challenges:
Anonymized Apparel Brand, a luxury fashion brand, partnered with January Digital to modernize its measurement framework and gain a clear, causal understanding of the impact of media investments. The brand had historically relied on click-based attribution platforms, but increasing signal loss and the rise of walled gardens rendered these methods insufficient.
Anonymized Apparel Brand engaged January Digital to launch a new measurement strategy, beginning with incrementality testing for its highest-investment media tactics.
Goals:
- Understand the true incremental impact of Meta ASC and Google Performance Max campaigns
- Reallocate budget between key channels based on proven efficiency
- Build internal confidence in a modern measurement approach
- Lay the groundwork for long-term testing and modeling, including future MMM integration
Our Work:
January Digital designed and executed a strategic testing framework to modernize Anonymized Apparel Brand’s measurement program and unlock actionable insights:
- Launched Incrementality Tests
Planned and launched two geo-holdout incrementality tests across Meta ASC and Google Performance Max, using a Synthetic Control methodology to ensure statistical precision in the absence of user-level tracking. - Applied Synthetic Control Methodology
Used advanced statistical techniques to create synthetic test and control groups, enabling reliable results without requiring user-level tracking. - Designed for Statistical Strength and Business Safety
Structured test cells to exclude brick-and-mortar locations and avoid overlap with product launches, promotions, or localized marketing to ensure test validity while minimizing business disruption. - Maintained Testing Cadence Through Operational Agility
Quickly navigated platform limitations and evolving technical constraints to keep tests on track, adapting test design in real-time without compromising accuracy or timing. - Established a Scalable Measurement Foundation
Guided Anonymized Apparel Brand through the full testing lifecycle from planning to analysis, building internal fluency in modern measurement practices. Positioned the brand to expand into ongoing incrementality testing and future integration of media mix modeling.
Results and Business Impact:
- Performance Max
- Achieved an incremental ROAS of $2.66, exceeding benchmark by +39%
- Achieved a net sales lift of +25%
- Meta ASC
- Achieved an incremental ROAS of $2.46, exceeding benchmark by +30%
- Achieved a net sales lift of +19%
- Enabled Anonymized Apparel Brand to reallocate spend across tactics representing 65% of total July budget
- Delivered first-ever incrementality results to the Anonymized Apparel Brand team, providing causal clarity on media performance
- Increased internal understanding of modern measurement and reduced fear of testing business risk
- Positioned Anonymized Apparel Brand to evolve toward an advanced, always-on testing program, including eventual MMM implementation
