How La Centrale measures the impact of its media on visits and leads

Automotive marketplaceVisits, leads and long-term impact

The challenge

The business context

Measure the impact of media activations on website and app visits and on lead generation, over a period of 130 weeks.

La Centrale wanted to quantify the real contribution of each media lever to its website and app visits and to its leads, measure the associated acquisition costs and identify saturation levels.

Measurement focus

Visits, leads and long-term impact

Key impact

+5,1%

potential incremental visits from marketing following mediaROI’s optimal mix

Study objectives

Measure the impact of media activations on website and app visits and on leads.
Calculate the cost per visit and cost per lead of each lever and identify their saturation levels.
Separate short-term from long-term effects in order to arbitrate investments.

What mediaROI delivered

A reliable model, explaining 94% of past results over 130 weeks.
A quantified reading of the role of each lever, from SEA to TV, in the short term as in the long term.
A potential of +5.1% visits and +3.7% leads through mix optimization.

Client testimonial

“MMM allowed us to transform our marketing approach: moving from a media-measurement logic to a strategic growth-steering logic. This modelling objectifies the real contribution of each lever over time, and demonstrates how branding and performance complement each other. It now allows us to better direct our investment trade-offs and to project media mix scenarios capable of accelerating La Centrale’s business performance year after year.”

Clémence Bourguignon

Head of Brand Marketing at La Centrale