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Cogna
2022
Cogna implemented a predominantly digital acquisition strategy, but the evaluation of its campaigns was based on last-click attribution. Unfortunately, this approach generated distorted analyses about channel incrementality and resulted in excessive investments in already saturated conversion strategies.
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In partnership with Uncover, Cogna's media team initiated the development of an algorithm capable of optimizing Brandperformance strategies. This algorithm made it possible to evaluate, in real time, the real incrementality generated by each digital channel.
To solve the problem of saturation and overinvestment, saturation curves were created for each media channel. This made it possible to identify both channels with untapped potential to increase sales and those that were already receiving more than ideal investments.
A crucial point of the project was the change in focus: instead of measuring only the media's impact on leads, we began to evaluate its impact on total revenue.
After defining the initial strategy, we used the platform to test new acquisition channels and monitor their performance in real time. This allowed for data-driven decisions and a continuous refinement of the strategy, maximizing acquisition efficiency.