""Attribution is not easy in the real world," said Benoit Vatere, Liquid Death's chief media officer. "ROAS on any given platform doesn't tell me anything because, of course, it'll just say, 'Hey, I'm doing a great job.'""
"Ibotta uses shopper data from its own app and retail partners, including Walmart, Instacart, DoorDash and Dollar General, to compare people who see an offer with similar people who don't."
"The tool focuses on incrementality, which means, in Liquid Death's case, the number of cans sold that wouldn't have been sold otherwise."
Liquid Death utilizes provocative branding and unique collaborations to stand out in the market. Despite its edgy marketing, the brand faces challenges in measuring sales effectiveness at retail locations. To tackle this, Liquid Death is piloting Ibotta's LiveLift, which uses shopper data to assess the impact of promotions in real time. This approach focuses on incrementality, helping the brand understand the true sales driven by its campaigns, rather than just overall sales figures or coupon redemptions.
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