ASICS Incrementality Capabilities for Global Sales Optimization

This document is a case study detailing how ASICS, a global sports and apparel brand, optimized its advertising spend and drove growth through incrementality insights derived from measurement and experimentation. ASICS faced challenges in accurately attributing conversions to ad impressions across various online and offline channels, which necessitated a refined model for customer attribution. Traditional methods like multi-touch attribution and marketing mix modeling were inadequate, leading ASICS to explore incrementality through experimentation. The partnership with LiveRamp Clean Room, powered by Habu, enabled ASICS to conduct targeted incrementality tests across different geographies, simplifying the process of measuring advertising effectiveness. The document outlines the systematic approach taken by ASICS, including defining test objectives and processing output data to adjust return on ad spend. The results indicate that ASICS can now explore campaign interactions and improve media spend effectiveness with greater precision, thereby enhancing their overall marketing strategy.