Becausal Debuts Real-Time Incremental Measurement Tool

New York-based Becausal, specialist in causal AI-based CPG and retailer audience intelligence, has partnered with ad effectiveness analytics firm ABCS Insights to offer a new solution, the 'Always-On Sales Lift Measurement Module.'

The new tool promises CPG brands and their agencies the ability to continuously measure incremental sales lift and campaign performance tied directly to the firm's audiences. The platform taps analysis from ABCS, which uses its own panel of 40 million households, including 23 million in the USA, to deliver full-funnel measurement across CPG categories, including incremental and total sales metrics at the product, brand, retailer and audience level.

The partners say this helps marketers understand not just who they reached, but which audiences actually drove incremental business outcomes. Chuck Ennis (pictured), Chief Commercial Officer of Becausal, states: 'We selected ABCS as our first CPG measurement partner to set a new benchmark for accountability so that marketers can invest with confidence.' Andy Haversack, VP of Client Partnerships and Business Development at ABCS, adds: 'Great audience strategy only matters if you can prove it drove real outcomes. By pairing Becausal's advanced audiences with our incremental sales measurement, brands can finally connect audience intent to business impact and ensure their campaigns are driving incremental impact, in the age of the outcomes era.'

The metrics are accessed through Becausal's CPG Data Store, a self-service platform which allows users to activate audiences across platforms including LiveRamp, The Trade Desk, Meta, and Google Ads.

Becausal, formerly the data division of Scanbuy, is online at www.becausal.com while its new partner is at www.abcsinsights.com .