Using a National Baseline to Measure Incrementality of a Local Campaign

When it comes to incremental measurement, we must start with a baseline of traffic, and then isolate how much lift comes after a TV spot/impression airs - in both an immediate and delayed fashion. At Tatari, we measure a client’s total traffic to construct this baseline, which is primarily done on a national scale.

But what about clients running local campaigns? Would we need to construct a local baseline in order to accurately measure the incremental lift of a local campaign? In the presentation below, you’ll find an analysis of a CPG brand’s local campaign which compares their national vs. local baselines. 

The key finding in this case study is that national baselines perform similarly to local baselines, giving brands confidence to utilize a national baseline for incremental measurement when running a local campaign.