Uncover.co - Complete Funnel Analysis

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CHALLENGE

Burger King faced a challenging market scenario in 2023 and needed to optimize its budget through the implementation of a full funnel strategy. The objective was to understand how investments in Awareness and Consideration could drive sales efficiently. To this end, they sought to strategically adjust their investment plan to achieve the best possible results.

What’s a Rich Text element?

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Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

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SOLUTION

To face this challenge, Uncover collaborated with BK's Martech team to develop a revenue forecasting model based on marketing investments and economic projections. This model made it possible to assess the sensitivity of revenue to each media strategy, making it possible to identify opportunities to reduce costs and channels with the greatest potential to drive revenue.

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A crucial factor for success was the development of a budgeting strategy that considered the interactions between digital and offline channels. This approach aimed to optimize campaign performance by taking advantage of synergies between different marketing channels.

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After implementing the model, the Uncover team started using the platform to continuously adjust the strategy and evaluate the results. This iterative process guaranteed constant optimization and refinement based on real-time data and insights.

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RESULTS

The Uncover model achieved 96% accuracy in predicting total revenue.