Results 1
+5–7%
lift in Full Game Revenue
Results 2
+5–7%
lift in Full Game Transactors
Results 3
+3–5%
lift in Add-On Revenue
Project Overview
Separating Campaign Impact from Natural Behavior
The client needed to understand how much of its CRM-driven revenue and engagement was truly incremental, rather than behavior customers would have shown anyway.
- Measurement Ambiguity
Without a rigorous framework, it was impossible to isolate campaign-driven engagement and purchases from natural customer behavior. - Multi-KPI Complexity
Performance needed to be evaluated simultaneously across revenue, conversion, engagement, and lifecycle metrics. - Attribution Uncertainty
Existing reporting couldn't confirm whether observed lift was statistically significant or simply noise.
Execution
Building a Holdout-Based Incrementality Framework
We designed a controlled measurement approach that could isolate the CRM campaign's true effect from baseline behavior.
- Treated vs. Holdout Design
Built an incrementality framework comparing a treated audience against a matched holdout group. - Eligibility & Consent Validation
Verified audience eligibility and CRM opt-in status to ensure clean, compliant test groups. - Attribution Windows
Measured performance across both 3-day and 7-day attribution windows to capture short- and mid-term effects. - Statistical Rigor
Analyzed incremental lift and statistical significance across revenue, transactor, engagement, and lifecycle KPIs.
Results
A Validated, Scalable Growth Channel
The analysis confirmed CRM as a genuine growth driver and gave the client a defensible, data-backed view of campaign performance.
- Revenue Impact
Delivered statistically significant uplift in Full Game Revenue and Full Game Transactors of +5–7%. - Engagement Gains
Increased Add-On Revenue by +3–5% while driving measurable improvements in Gameplay and Wishlisting engagement. - Strategic Confidence
Validated CRM as an effective growth channel and provided actionable insight to optimize future targeting, investment, and campaign strategy.
With incrementality built into the measurement approach, the client can now scale CRM investment based on proven, not assumed, impact.
