Marketing effectiveness and incrementality measurement

Do you know how much revenue are you generating from your marketing efforts?

Marketing measurement is tough, my friend. Ask anybody in the field about attribution and measurement and they will roll their eyes with frustration, or even worse, look at you with a blank, dead stare. Whatever you’re doing in your company, it’s pretty sure that there’s room for improvement – and this isn’t because you’re doing something wrong, it’s because most of the current mechanisms to track marketing effectiveness are very far from the truth.

Let’s review this on a half an hour call. We promise: lots of value, not too pushy sales pitch, and a free audit. 

Attribution = Miopy

If you're just using attribution to evaluate marketing effectiveness, you're missing out on learnings.

In-house? No problem!

We can work with your in-house team, or take care of everything.

Align your performance marketing strategy with business needs

Stop chasing vanity metrics and focus on revenue and profit.

Seniority at your service

More than 10 years of experience: we've seen a lot.

Marketing effectiveness and incrementality measurement

Do you know how much revenue are you generating from your marketing efforts?

Marketing measurement is tough, my friend. Ask anybody in the field about attribution and measurement and they will roll their eyes with frustration, or even worse, look at you with a blank, dead stare. Whatever you’re doing in your company, it’s pretty sure that there’s room for improvement – and this isn’t because you’re doing something wrong, it’s because most of the current mechanisms to track marketing effectiveness are very far from the truth.

Let’s review this on a half an hour call. We promise: lots of value, not too pushy sales pitch, and a free audit. 

Attribution = Miopy

If you're just using attribution to evaluate marketing effectiveness, you're missing out on learnings.

In-house? No problem!

We can work with your in-house team, or take care of everything.

Align your performance marketing strategy with business needs

Stop chasing vanity metrics and focus on revenue and profit.

Seniority at your service

More than 10 years of experience: we've seen a lot.

What makes Fiera stand out from other marketing measurement consultants?

Strategy Over Tactics

You don’t need to track everything and buy all the tools – it’s what you measure, how and when. Let’s try to understand your business strategy, and after that, assess your current measurement strategy and align the practices with your real business goals. 

Incrementality-first

You need to know if your investment is generating incremental sales on top of the baseline. Fiera can help you on this journey, from pure platform attribution, to channel-level incrementality experiments, and ending on cross-channel incrementality with Marketing Mix Modelling.

Focus on profit

we’re not measurement experts, we’re media buyers, so we’re not going to focus on measurement only for the sake of it – we want to get learning that wil inform your media buying team so they can maximise their impact: that’s what we care about.

What does the service include?

Some example projects Fiera could help you with

START MEASURING INCREMENTALITY: if you want to start the path from attribution to incrementality, we can help you with the initial experiments that will start the process, initially gaining understanding of channel-level incrementality

OPERATIONALIZE INCREMENTALITY: you know your incrementality ratios and the impact of all the channels, but are you executing your paid media strategies to maximise the growth generated by your main levers?

EVALUATING DISPLAY CHANNELS: these two channels require specific action to measure its impact, you can’t just look at attribution data. We can help you designing experiments to understand how these channels drive revenue.

COACHING DATA SCIENTISTS FOR IMPACT: Data Scientists are smarter than us, but they sometimes lack direct experience in media buying setups: how can they start supporting paid media teams for bigger impact?

Pricing

Strategy call

30' call to talk strategy and pain points - loads of value for free
0
  • 30 min over Zoom
  • Follow-up with a summary
  • Low Sales-Pitch Vibes: this call will be about you

Ad-hoc project

We hear what you need and see if and how we can help
Ask us
  • Strategy audit included
  • Tailored to your needs
  • Reporting and Budget Tracking Included

Why should you trust Fiera as a marketing effectiveness partner?

Fiera is a performance marketing studio led by Mario García:

More than 10 years of experience working with big and international companies

I led high-performing paid media teams, having managed in total more than 60 million EUR in paid media spend

Finance’s Best Friend: we are able to provide a predictable revenue machine with performance marketing, offering clarity on the real impact of every marketing channel

We are a team: we have designers, copywriters and data scientists collaborating with us

Frequently Asked Questions

This is a long process, so it will take at least a month of continuous research to get to something tangible that we can present to you and other stakeholders in your company.

We measure incrementality at channel level with Conversion Lift Tests when available, since these are pure Randomised Control Tests implemented on the platforms. If no native solution is at hand, we advise to run quasi-exeperiments (also called geo-tests or Matched-Market Tests) or go-dark tests.

We review what you’re tracking on all the ad platforms and your analytics and we evaluate if it’s aligned with your business strategy, and also if the implementation is correct.

Spending a lot of time trying to understand your business goals, the user journey and how does your company really makes money. 

For media management, we charge a fixed fee. For project related work, it will depend on the goals we set at the beginning of our collaboration. But we are small, work remotely and have no fixed structures, so we can be fairly competitive, even if our work can be pretty impactful in terms of return of investment (ROI).

SaaS, subscription services, travel, insurance, document management, industrial… to name a few, these are the industries and verticals where we have more experience on. But challenge us: we have been around for a while, so we have processes and structure to ramp-up in any industry, even if it’s new for us.