Measuring the Unseen Impact — How Modeliq Delivered High-Fidelity Post-Campaign Effect Modeling for a Global Brand

Overview

A global CPG brand partnered with DataDiggers to understand the full impact of a multi-market digital advertising campaign aimed at driving brand consideration and trial. While initial campaign metrics looked strong—CTR, reach, and engagement were all on target—the client sought a deeper view:
Did the campaign actually shift brand perceptions? Did it change consumer behavior? Was it worth repeating or scaling further?

With fragmented data across markets, short-term tracking windows, and budget pressure to show measurable ROI, traditional post-campaign research was falling short. The brand turned to DataDiggers’ simulation engine, Modeliq, to uncover not just what happened—but what could happen next.

Challenge

The client had run a six-week campaign across five markets: Germany, Brazil, India, the U.S., and the UK. Immediate performance indicators suggested success, but internal stakeholders remained skeptical.

Key challenges included:

• Lack of Longitudinal Data: Brand tracking hadn’t run before or after the campaign in all markets
• Inconsistent Methodologies: Data collected from different vendors varied in quality and timing
• Attribution Ambiguity: Multiple overlapping media efforts made it difficult to isolate the campaign’s true contribution
• Pressure to Optimize Future Spend: The client needed reliable guidance on how to improve media allocation next quarter

Solution: Post-Campaign Effect Modeling with Modeliq

Modeliq—DataDiggers’ advanced simulation and forecasting engine—was deployed to construct a synthetic baseline, simulate campaign impact trajectories, and forecast longer-term brand outcomes.

Using a hybrid approach of observed data (from surveys and digital analytics) and synthetic insights generated through Modeliq, our team built a post-campaign model grounded in the following methodology:

1. Reconstructing Counterfactual Scenarios
   Modeliq simulated what would have occurred in each market had the campaign not run—creating a realistic synthetic baseline based on pre-campaign indicators, historical category trends, and behavioral proxies.
2. Measuring Delta Impact
   By comparing the observed (actual campaign outcome) and counterfactual (synthetic baseline), we isolated the true effect attributable to the campaign, including lagged effects in brand favorability and purchase intent.
3. Forecasting Long-Term Outcomes
   With Correlix-powered synthetic data augmentation, we modeled various future media mix scenarios to understand potential uplift trajectories over the next six months.
4. Validating with Real-World Observations
   Where available, post-campaign tracking data was overlaid to validate Modeliq’s synthetic predictions, confirming strong alignment within a ±4% margin.

Results

The post-campaign effect modeling produced clear, actionable results:

Notably, the campaign’s long-tail impact was most prominent 4–6 weeks after the campaign ended—a window traditional research would have missed without Modeliq’s simulation capability.

Outcome & Client Impact

Armed with precision modeling and synthetic forecasting, the client:

• Reallocated 18% more budget to India and Brazil based on proven ROI
• Extended the campaign lifecycle to capture delayed brand uplift
• Optimized media mix for the next quarter using Modeliq’s predictive simulations
• Presented compelling ROI evidence internally, helping justify further marketing investment

The partnership with DataDiggers demonstrated how Modeliq doesn’t just tell you what happened—it helps you confidently decide what to do next.

Why It Worked

✅ Advanced Simulation Logic — Modeliq’s counterfactual models, grounded in real and synthetic data, provided high-fidelity visibility
✅ Synthetic + Observed Data Fusion — Combining data sources created a 360° view of campaign impact, even with incomplete tracking
✅ Speed and Precision — Delivered strategic insights in under two weeks, enabling timely decisions for the next campaign wave
✅ Data Integrity at the Core — Powered by DataDiggers’ ISO-certified processes and AI-driven fraud detection

Explore Possibilities with Modeliq

Whether you’re a brand looking to validate campaign ROI, or an agency aiming to optimize post-launch media strategies, Modeliq empowers you to model, simulate, and forecast brand outcomes with confidence and speed.

🔗 Learn more about Modeliq
🔗 See how Correlix supports data augmentation at scale
🔗 Run fast-turnaround studies with Brainactive

About DataDiggers

Founded in 2015, DataDiggers is a technology-driven market research agency delivering high-quality, validated insights at scale. From proprietary online panels to advanced AI-powered tools like Brainactive, Syntheo, Modeliq, and Correlix, we support smarter decisions across the full research lifecycle.

For more case studies or a personalized consultation, get in touch with us.