How Advanced Measurement Drives Better Marketing ROI for Food & Beverage

In today’s competitive food and beverage industry, understanding the impact of your marketing investments is essential. Without leveraging modern measurement, brands risk making uninformed decisions that lead to:

• Inefficient budgets
• Misallocated resources
• Poor attribution of marketing success or failure

The Importance of Modern Measurement

Properly leveraging retail data is essential for analyzing the effectiveness of your marketing strategy. Without it, brands will struggle to connect digital marketing efforts with in-store performance, leading to wasted ad spend and missed opportunities.

Power Digital’s matched market testing provides a controlled way to measure marketing’s effectiveness. “Matched market testing is crucial for retail clients,” explains Makenna Sekeres, Account Director at Power Digital. “These methods help us isolate the true impact of campaigns by leveraging similarly performing markets to introduce a test. The markets that remain business as usual (BAU) will serve as the controls and the markets where an element is changed (i.e. advertising is added) will serve as the test.”

By leveraging advanced measurement tools, brands can:

• Understand if their current overall marketing program is driving in-store sales
• Measure incremental revenue by marketing channel and tactic
• Identify incremental revenue driven across the various points of purchase (brand site, amazon, RMNs, or in store) 
• Optimize campaigns based on controlled testing results 
• Improve cross-channel marketing effectiveness

Why Traditional Metrics Aren’t Enough

Many brands rely on efficiency rates (click through rates, view rates, engagement rates) and return on ad spend (ROAS) to measure success. However, these often fail to capture the full impact on business growth, particularly in store sales.

Limitations of traditional metrics:

• Ad efficiency rates and ROAS don’t measure retail sales impact
• Declining DTC sales can mislead brands about marketing effectiveness
• Omnichannel performance must be analyzed holistically

“A brand might see DTC sales decline and assume marketing isn’t working,” Joy Commodore, Group Director, CPG at Power Digital notes. “But if retail sales are climbing, the campaign is likely having an impact—as we continue to see the results of consumer shifts in purchasing behavior.”

Sekeres adds, “We help brands assess overall brand health, purchase intent, and long-term incremental revenue impact rather than relying on isolated metrics.”

Why Power Digital is Your Ideal Growth Partner

At Power Digital, we help food and beverage brands optimize performance across all channels. 

Our  Food & Beverage marketing services include:

• Omnichannel marketing strategy development
• Advanced measurement and attribution modeling
• Retail media and DTC performance optimization
• In-depth brand lift studies to measure consumer sentiment shifts

By leveraging matched market testing, retail media analytics, food and beverage brands can maximize their ROI and drive sustained growth. Contact us today to learn how we can help you scale smarter.