Overview
🔍 Project context | User research revealed a critical insight: advertisers were willing to pay premium CPMs for retail media specifically because of its closed-loop measurement capabilities. Unlike traditional digital channels, retail media promised direct attribution from ad exposure to purchase—but we weren't fully capitalizing on this differentiation. |
đź’ˇ Challenges | Develop a comprehensive measurement solution to strengthen Rohlik's closed-loop attribution proposition. Move beyond basic conversion tracking to prove true incremental impact, positioning measurement capabilities as a core competitive advantage and revenue driver. |
🚀 Key Achievements | Launched the Intelligence Suite: Built a comprehensive measurement ecosystem centered on deterministic A/B testing and AI-powered insights. Delivered four core products: Incremental Sales Lift Studies, Offsite Brand Lift, Creative A/B Testing, and AI Data Analysis.
Unlocked Significant Annual Contract Growth: The suite became a key differentiator in sales conversations, driving advertisers to commit to annual agreements rather than one-off campaigns. Measurement capabilities transformed from a nice-to-have into a revenue-generating product line.
Elevated Market Positioning: Positioned Rohlik Ads alongside walled gardens like Amazon and Criteo with enterprise-grade measurement tools, proving incremental impact rather than just correlation. |
Scope & Responsibilities
Built and deployed four core measurement products:
1. Incremental Sales Lift Studies
Deterministic A/B testing infrastructure measuring true sales incrementality. Split audiences 80/20 (exposed vs. control) to isolate campaign impact from baseline sales. Delivered statistically rigorous proof of ROI.
2. Offsite Brand Lift Studies
Survey-based measurement platform for brand awareness, recognition, and perception. Enabled full-funnel visibility by comparing brand metrics between exposed and control audiences—capturing upper-funnel impact beyond direct sales.
3. Creative A/B Testing Platform
Live, in-campaign creative testing tooling. Advertisers select their KPI (CTR, viewability, conversion) and the system automatically identifies winning creatives, enabling continuous optimization without manual intervention.
4. AI Data Analysis
Natural language insights engine built on custom MCP server architecture. Automatically answers questions like "What drove last week's CTR?" with evidence-backed explanations, eliminating hours of manual reporting work.