Rockerbox’s Data-Driven Approach to Radio Geo-Test Planning and Execution

Note: We’ve adjusted the values and geos for customer anonymity, but retained the overall success ratios as a matter of illustration.

Overview: Rockerbox collaborated with a client on a six-week radio geo-test campaign, aiming to measure the impact of radio advertising on site sessions, conversions, and revenue. This test exemplifies Rockerbox's structured approach to planning and evaluating marketing tests, leveraging both control groups and data-driven metrics to derive actionable insights.

Objectives:

The primary objective was to understand how radio advertising could drive traffic, conversions, and revenue. Rockerbox set up a test to compare results between two test cities and a control group, ensuring that insights were statistically valid and directly attributable to the media investment.

Approach:

1. Test and Control Market Selection:
   • Test Markets: Selected two cities to implement the radio campaign, chosen for their demographic relevance.
   • Control Markets: Identified a set of comparable cities as a counterfactual group. This group allowed Rockerbox to calculate expected results and isolate the incremental impact of the radio ads on the test cities.
2. Setting Key Performance Indicators (KPIs):
   • Rockerbox focused on three main KPIs: sessions, conversions, and revenue.
   • Data Collection: Rockerbox used historical data from Google Analytics 4 (GA4) to track daily sessions, purchases, and revenue to benchmark performance and assess the impact.
     *For customers leveraging Rockerbox historically, this data is readily available for our team to run tests.

Execution and Analysis:

• The campaign ran with a budget of $23,000, delivering approximately 4.3 million impressions to adults aged 18+.
• Statistical Analysis: By comparing actual results in the test markets to expected results based on the control cities, Rockerbox calculated the incremental lift in sessions and conversions due to the radio ads.
• Incremental Lift and iROAS: Rockerbox’s analysis showed a 4% increase in sessions during the test period, with an estimated 9 additional conversions and incremental revenue of approximately $1,800, achieving an iROAS of 0.11.

Results:

• Session Increase: The test resulted in a 4% lift in sessions, translating to 71 additional sessions at an acquisition cost of ~$240 per session.
• Conversion Growth: Conversions rose by 9 during the test period, yielding a $1,800 incremental cost per acquisition (iCPA).
• Revenue Impact: Revenue increased by $1,800, demonstrating the test’s financial impact.

Conclusion:

Rockerbox’s structured testing approach allowed the client to understand the direct impact of radio advertising on digital engagement and revenue. By selecting appropriate control markets and focusing on relevant KPIs, Rockerbox isolated the effect of media investment and provided clear insights into the campaign's effectiveness. This data-driven approach underscores Rockerbox's commitment to empowering clients with actionable insights to optimize their media strategies.