Evaluate large-scale initiatives
The most accurate way to measure an initiative’s impact is with a designed test and control group. However, some large-scale initiatives, such as NFL game day television ads, are rolled out to everyone. Every person watching the game sees the same ads and therefore there is no control group.
Test & Learn® with SpendingPulse™ Modeling uses machine learning, proprietary Mastercard data and correlated market datasets to accurately quantify the performance impact of these large-scale initiatives.
A nationwide beverage brand used Test & Learn® with SpendingPulse™ Modeling to analyze the effectiveness of its TV ads. The analysis informed future marketing investments by revealing which products benefited the most from the ads and what timeframes worked best.