Challenge

One emerging portfolio brand was excluded from the company’s existing marketing mix modeling framework, leaving its agency without reliable insight into how media investments were driving sales. Without verified performance data, the team struggled to justify increased spend or optimize toward high-value outcomes like new buyer acquisition.

Limited budget allocation and a lack of real-time measurement made it difficult to confidently scale investment or prove ROI.

Solution

The brand leveraged Attain’s permissioned purchase data to gain comprehensive visibility into verified sales performance. Through Attain’s measurement capabilities, the team directly linked media exposure to real-world purchases, enabling reporting on overall ROAS, New Buyer ROAS, CPA and incremental lift.

Unlike traditional lift studies that deliver results post-campaign, Attain provided real-time optimization-ready reporting while media was still live. The team analyzed performance at a granular level—breaking down results by creative variation, targeting tactic, ad format and frequency—to identify which elements were driving conversions and acquiring valuable new-to-brand customers.

This in-flight performance visibility empowered the agency to optimize media allocation based on verified sales outcomes rather than proxy metrics.

Outcomes

With real-time insight into both overall and new buyer performance, the agency clearly demonstrated media’s direct impact on sales. Verified ROAS and acquisition metrics enabled reallocation of spend toward top-performing tactics mid-flight, improving overall efficiency.

Most importantly, performance proof gave stakeholders the confidence to significantly scale investment. The previously under-resourced brand secured a substantial increase in media budget, elevating it to a strategic growth opportunity within the portfolio.