Numerator Introduces Innovative Control Groups for CRM Marketing Analysis

On October 30, 2024, Numerator introduced automated Control Groups as part of its marketing measurement solution, SecureMeasure, enabling brands to assess the impact of CRM marketing on various purchasing metrics. This innovative feature matches a brand’s first-party CRM data with consumer interactions across Numerator’s extensive household purchase panel, which includes over one million households. For the first time, brands can analyze purchasing lift by comparing exposed consumer groups with unexposed lookalikes—consumers who share similar demographics and purchasing behaviors but have not engaged with the brand’s marketing efforts.

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This new methodology allows brands to accurately measure the effectiveness of their marketing strategies, focusing on metrics such as buy rate, purchase frequency, and spending per unit, rather than relying solely on traditional engagement metrics like clicks or coupon redemptions. Adam Frazier from Unilever emphasized that these insights are crucial for optimizing marketing efforts across their portfolio. Brian Redmond from Numerator highlighted that this approach provides a comprehensive view of how CRM initiatives influence both online and offline purchases, ensuring marketers can effectively gauge the full impact of their investments across various demographics.