Measuring Purchase Propensity
How Upwave’s Purchase Propensity Model Captures Past, Present, and Future Impact of Brand Campaigns in Real-Time
The most common challenge we hear from CMOs is an inability to demonstrate the ROI of brand investments. The reason for this is there is a missing link between sales lift and brand lift. And that is the customer. The reality is that you can’t go straight from media delivery to total sales in a way that is actionable for brand advertising. Investing in brands is investing in customers, not short term sales lift.
Upwave developed Purchase Propensity, a new metric that measures the extent to which the campaign drove new customers or retained existing customers. Purchase Propensity provides a much better signal, and the missing piece to tie brand movement to revenue when paired with customer lifetime value (CLV). This paper delves into how with Upwave’s Purchase Propensity brand marketers can measure the past, present, and future impact of brand campaigns.