The story
A national grocery chain invested in awareness marketing but could not see the impact on existing customers.
Adentro ran a holdout test, splitting casual shoppers into an exposed group and a matched control to measure whether advertising increased in-store visit frequency.
Over a three week period, the exposed audience generated more than $175K in incremental sales. Visit frequency rose 10 percent among customers who had shopped twice in the prior 60 days, and 6 percent for casual shoppers.
The chain refocused its marketing spend based on measured incremental results.