Marketing & Customer Analytics

Funnel & Incremental Lift Measurement for Quarterly Promotions

Client: National coffee chain (via agency)

Situation

Quarterly promotional games needed to drive participation and measurable behavior change, not just awareness—but no measurement framework existed to connect the funnel to actual outcomes.

Task

Design measurement and reporting tying the promo funnel (play → rewards → signup) to incremental customer behavior, and feed learnings into each quarter’s iteration.

Action

Defined KPIs across the full funnel plus behavior outcomes: participation, rewards earned and redemption, loyalty engagement, and visits per week. Integrated web/app activity, POS transactions, and loyalty usage into a cohesive measurement view. Compared promo vs. non-promo periods using visits-per-week to quantify lift, and segmented results to identify what drove stronger participation and frequency.

Results

• Created a repeatable measurement loop for iteration-over-iteration improvement
• Grounded promotional decisions in actual engagement and frequency lift
• Delivered post-promo readouts with actionable next-quarter recommendations