Connecting Brand Advertising & Sales

In this paper we explore the challenge marketers face in measuring the long-term impact of brand advertising on sales, highlighting the limitations of traditional metrics like MTA and MMM. To answer this challenge. Upwave developed Purchase Propensity, a proprietary metric, validated by real sales data, that enables marketers to finally gain an understanding of which media tactics are driving future customer growth. We further explore lift in Purchase Propensity by analyzing sales and brand data over time to emphasize that if your goal is to optimize share of sales in the future, then optimizing your brand campaigns to create the maximum impact on purchase propensity today is the best way to achieve that goal.