How Big Is Your Halo? 3 Ways to Measure the Branding Effect of Your Direct Promotions
1. Compare customer sales data to your promotion history. This is a good starting point. See who was exposed to your promotions and purchased without responding
2. Index brand awareness to sales over time. Take a look at this post for a methodology to measure this metric.
3. Create an engagement score that counts brand exposures and index it to sales over time. More on a methodology to measure this metric next time.