Introduction

With rising paper prices, sustainability concerns and tax considerations, many retailers are reconsidering the role of door-to-door in the marketing budget. Its digital counterpart can easily prove its impact via metrics like impressions, reach, OTS, CPC and ROAS. Many retailers prefer measurable marketing channels. But what if you could also measure leaflet impact? 

We made leaflet impact data-driven! 

Our smart algorithms transform raw location data into measurable insights, like the incremental visits generated by your leaflet, the return on ad spend and the cost per incremental visits help prove impact. We can even A/B test different leaflets! 

Data-Driven Insights for Targeted Campaigns

Accurat is renowned for its groundbreaking consumer behavioural insights. We offer a fresh perspective on drive-to-store impact as a part of our marketing impact solution. Our collaboration provides the tools to assess whether a campaign successfully drives visits and delivers results. Our solution for measuring folder impact can be used as well to measure the impact of other market campaigns, such as (digital) out of home, cinema adverts or public transport adverts.

Which metrics do we report for door-to-door impact analysis?

Reach & Net boxes

The number of net boxes and the total number of potential readers that were reached with your leaflet. 

Incremental visits 

The number of visits gained that can be directly attributed to the leaflet, excluding external factors. It’s measured as follows: 

To set up a smart attribution algorithm for calculating leaflet impact, we first need to distinguish between recipients (exposed group) and non-recipients (control group). The model divides all store visits into those from the exposed group and the control group. Next, the visit evolution for the control group is calculated, which accounts for external factors like weather or national campaigns. Visits from the leaflet recipients are expected to be affected similarly to these external factors. This way the ‘expected visits’ are calculated for the exposed group. Any visits exceeding these 'expected' levels can be attributed to the leaflet. These incremental visits are the actual impact of your leaflet.

Campaign lift 

The percentage of incremental visits compared to the expected number of visits indicates the relative success of your leaflet

Return on ad spend 

The ROAS signifies the revenue generated by each euro of advertising spend. It’s calculated by multiplying incremental visits by the average basket size, divided by the total leaflet budget. 

Visits per week 

A split of the visits that originated from all people reached with your leaflet, split between ‘expected visits’ and ‘incremental visits’. 

Benchmark

Compare individual campaigns across the different KPIs and benchmark with industry averages.

Our dashboard

All metrics are bundled in our dashboard and are accessible via API.

Want to know more?

Want to know more about how Accurat can help you understand the impact of your door-to-door campaigns? Download our e-book!