Establishing True Incrementality of Your Marketing Efforts

September 21, 2015

Predictive analytics open a new world for restaurant marketing.

Here is a common scenario faced by restaurant marketers. A restaurant marketer has developed a fantastic offer that is increasing traffic and net sales, but he or she is not sure about true incrementality. Questions often asked include: “Are we rewarding our loyal customers who would visit us anyway?” “Are we just pulling forward or cannibalizing visits from a future date?” “Is the offer driving future sales?” These are tough questions to answer. Most of the measurement tools measure sales attribution, i.e., a restaurant sends 1,000 offers, and those offers drove…