Measuring DoorDash Advertising in Marketing Mix Models

Retail media is taking a bigger share of media budgets, and the people approving those budgets want a reliable answer on what it delivers. Ipsos MMA partnered with DoorDash to study how DoorDash ads should be represented in marketing mix models, using data from six national and regional quick service restaurant advertisers. The result is a practical framework your marketing and analytics teams can use to evaluate DoorDash with more confidence.

What you’ll learn

• Which campaign metric gives the most reliable read on DoorDash’s contribution, and why impressions and clicks fall short
• How quickly DoorDash ads drive orders, and what that means for how your model is set up
• How results from controlled experiments make a model’s estimates steadier
• A step-by-step workflow for adding DoorDash to an existing MMM
• Questions to ask your measurement provider about how retail media is handled today

Who it’s for

The paper is written for marketing leaders who invest in retail media and the analysts who measure it. The early sections cover the findings and what they mean for budget decisions in plain terms, and the framework sections give modelers the detail they need to put it into practice.

Download here