This solution mainly introduces TikTok's comprehensive data measurement solutions, aiming to reveal TikTok's full potential beyond last-click attribution measurement and help businesses achieve growth. The specific contents include:
1. Sales Lift Measurement: Conduct scientific tests using exposed and control groups to help determine differences in purchasing behavior between the two groups during the campaign period. Currently available in the US and EU.
2. Media Mix Modeling: Use time series modeling to understand the impact of all traditional and digital marketing touchpoints on sales, thus informing cross-channel budget allocation decisions. Currently available globally.
3. Store Visit Attribution: Use trusted third-party vendors to understand the online-to-offline customer journey, measure the effectiveness and uplift percentage of TikTok media campaigns on actual store visits. Case studies show incremental lift in US store visits. Currently available in the US.
4. Brand Lift Study: Industry-standard non-randomized tests that allow brands to gain deep insights into the effectiveness of their advertising campaigns in driving brand awareness, recall, and recognition. Average brand recall rates have increased. Currently available globally.
5. Tune-in Lift Measurement: Use trusted third-party vendors to track programs played on household TVs and attribute the viewership to TikTok ad campaign exposure. Currently available in the US.
6. Attribution Analysis: First-party insights dashboard that visualizes changes in campaign conversions within different time windows (click attribution and view attribution windows), helping to find the attribution strategy that fits the business. Currently available globally.
7. Multi-Touch Attribution: Use statistical modeling systems from trusted third-party vendors to assign credit to touchpoints in the user conversion path, enabling more accurate and unified measurement of cross-channel, online and offline, and incremental studies. Currently available globally.
8. Conversion Lift Study: Determine TikTok's causal impact on business through experimentation, measuring "incremental" conversions, i.e., conversions caused by the campaign. Currently available globally.
9. Post-Purchase Survey: Use customer feedback to reveal the main sources of brand discovery, understand where customers come from, how long conversion takes, and evaluate channel effectiveness. Currently available globally.
Through these measurement solutions, businesses can gain a more comprehensive understanding of TikTok's advertising effectiveness and its impact on business. For example, Mars Wrigley saw a surge in app installs through brand lift studies, and Momentary Ink learned through post-purchase surveys that 60% of customers discovered the brand on TikTok.
