Client: KFC
While we have several sophisticated measurement solutions in place on KFC, we were missing something that could be robust, cookieless and give us results fast; enter Reactive Media Attribution (RMA). This bespoke econometric style modelling allowed us to supercharge the performance of KFCs app by reporting on the impact of all campaigns and channels on a single, highly responsive, digital KPI – app sessions. With monthly analysis, planning and implementation teams were able to nuance upcoming campaigns towards best performing and we were able to prove the vast increase in app sessions delivered, at no extra cost. We even got some more surprising results for example; the impact rainfall and bank holidays have on this KPI.
