Synthetic ControlCPG
PepsiCo × GIPHY
GIPHY used Adrsta's Synthetic Control to measure sales lift for PepsiCo's MUG Root Beer brand across 42 locations over 105 weeks. Adrsta's ASC algorithm showed how GIPHY's buy drove overall sales lift and how their Takeover product specifically drove fast sales results.
How it worked
- 01
42 PepsiCo retail locations ingested with 105 weeks of sales history
- 02
Treatment vs holdout markets identified via time-series clustering
- 03
Synthetic control algorithm predicted what sales would have been without the campaign
- 04
4.1% incremental lift confirmed across test markets at >60% confidence
Results
4.1%
Sales lift
average across test markets, confidence >60%
66%
Of placements drove lift
within 1–3 days of Takeover