Measure the Real Sales Impact of Organic Social Media

Measure the Real Sales Impact of Organic Social Media

by | May 7, 2025 | Marketing, Social Media

peq blog 11

Measure the Real Sales Impact of Organic Social Media

peq sumi mukoyamaBy Sumi Mukoyama

We’re excited to announce a major breakthrough in social media measurement: Pēq now measures incremental sales driven by organic social campaigns.

In an era where proving ROI is everything, marketers have long struggled to quantify the true impact of social media. Likes and shares don’t pay the bills—sales do. That’s why Pēq is going beyond vanity metrics to deliver real, data-driven insights into what’s actually moving the needle.

peq blog 12

Pēq isolates incremental lift.

By combining your first-party sales data with detailed campaign activity, Pēq isolates incremental lift, showing you exactly how social content—whether organic or influencer-led—is driving net-new revenue.

Our advanced platform distinguishes between organic engagement and paid amplification, so you can finally see which efforts are bringing in new customers versus simply riding existing demand..

Unlike traditional geo-based measurement tools, Pēq makes organic social measurement accurate and accessible. With an intuitive dashboard and cutting-edge modeling, your team gets the clarity it needs to double down on what works and confidently optimize what doesn’t.

Ready to prove the true impact of your social strategy?
Pēq delivers the answers you’ve been waiting for.

Join

Or Book a Demo Here

peq case study

Retail Media Is Booming

Retail Media Is Booming

by | May 5, 2025 | Marketing, Retail Media

peq blog 8

Retail Media Is Booming

But Fragmentation Is Holding Us Back

peq sumi mukoyamaBy Sumi Mukoyama

There are many positive opportunities that retail media can unlock for brands, but alongside those opportunities come challenges. Let’s talk about one that almost every brand and retailer cites today: lack of standardization.

Nielsen just announced the deprecation of its stand-alone panel-based TV ratings system, ending a multi-decade measurement methodology that the entire television industry used to rely on. While Nielsen’s methodology was far from perfect, there was an understanding that buyers could purchase a certain amount of guaranteed demo impressions from television networks, and both the advertiser and the network would use Nielsen as the ‘source of truth’ to report on the impressions delivered with every :15 or :30 spot. Keep in mind that in television’s heyday, there were ~100 networks being sold with many of those networks bundled together based on the parent company.

peq blog 9

Those days seem quaint now.

There are over 200 retail media networks in the US alone, and every one of them operates as its own walled garden. Ad placements, sizes, bidding auctions, inventory and platforms vary. Measurement methodology is often unknown or not fully understood. In January 2024, the IAB shared standardization guidelines for the RMN industry to adhere to, but there is no way to enforce those guidelines.

And since consumer data is what the retail media networks are essentially selling, the retailers are not inclined to share that data with others, much less with their competitors.

Where does that leave us?
Let’s stop talking about the lack of standardization and start to have productive (and potentially uncomfortable) conversations. Let’s help each other and figure out a path forward for standardization in the industry. If we want to get to the answers that we’re all looking for, we need to align on something. I’m not saying that I know the answer to what that something is, but if we were collectively smart enough to rocket Neil Armstrong nearly 240,000 miles into outer space and walk on the moon, this problem seems more than solvable.

Join

Or Book a Demo Here

peq case study
Segmentation Is Back

Segmentation Is Back

by | May 5, 2025 | Marketing, Segmentation

peq blog 10

Segmentation Is Back

and it’s making Media Mix Modeling more useful

peq brian pozeskyBy Brian Pozesky

Modern MMM has evolved to real-time capabilities, significantly advancing the industry. However, without robust consumer insight, it remains limited to blind optimization – capable of shifting budgets but unable to deliver consistent messaging across today’s fragmented landscape of CTV, retail media, social media, Amazon, Instacart, and in-store channels.

Consumer insight tools, particularly segmentation solutions like PRIZM, have evolved from early innovations into strategic advantages in today’s identity-restricted environment.

peq blog 7

Audience segmentation works better than ever.

When integrated with MMM, segments transform the modeling approach by differentiating how distinct consumer groups respond to marketing activities, enabling marketers to detect channel effectiveness and optimal spend levels for specific audiences rather than just overall populations.

This directly impacts media planning by aligning channel selection, budget allocation, and creative strategies with the segments that drive the highest ROI, creating more efficient and targeted campaigns.

Consumer insight delivers the context MMM requires—enabling cleaner inputs, more accurate incrementality measurement, and clearer ROI attribution. While MMM reveals where to invest, consumer insight identifies who to reach. Together, they provide the complete picture marketers need.

I’m interested in your thoughts on this perspective. Let’s continue the conversation!

Join

Or Book a Demo Here

peq case study

Marketing Without Measurement is a Risk Brands Can’t Afford

Marketing Without Measurement is a Risk Brands Can’t Afford

by | May 1, 2025 | Marketing, Measurement

peq blog 4

Marketing Without Measurement is a Risk Brands Can’t Afford

peq rikki marlerBy Rikki Marler

If there’s one thing I learned managing marketing measurement during COVID while at Circana, it’s this: the brands that stayed active, invested smartly, and measured with discipline came out stronger. Those who pulled back or relied on instinct alone lost momentum — and in many cases, ceded market share to those who embraced data-driven decision making.

Today, that lesson is even more critical. With economic uncertainty, evolving consumer behaviors, and an increasingly complex media landscape, brands need more than just activity — they need clarity. They need marketing measurement and attribution tools that don’t just track exposure but truly measure incrementality — the additional value each marketing dollar creates.

At Pēq, we help brands move beyond surface-level reporting and into true outcome-driven insights. We isolate what actually drives incremental sales, empowering brands to optimize in real-time instead of relying on retrospective, siloed reports. Cross-channel analysis is no longer optional — it’s the only way to see the full picture across retail media, in-store, digital, and offline activations.

peq blog 5

At Pēq, we help brands move beyond surface-level reporting.

We’ve also leaned heavily into AI and machine learning to power faster, smarter insights. Our platform enables brands to A/B test campaigns with live reporting, giving marketers the flexibility to adjust tactics mid-flight, not months later. Customization and flexibility are core to our model — because every brand’s strategy, category dynamics, and customer base are different.

And in a world where marketing technology can often feel opaque, Pēq is committed to transparency and trust. Our methodologies are clear, standardized, and designed to give brands complete confidence in the insights that fuel their investments.

Through this work, I’ve seen firsthand: brands who prioritize measurement, agility, and optimization not only survive uncertainty — they outperform. Those who default to old models and delayed decision-making fall behind.

That’s why we built the Pēq Real-Time AI Mix Model — giving marketers a dynamic, always-on view of incremental impact across all channels. It’s designed for brands that need scalable, global-ready solutions and a trusted partner who brings educational content and thought leadership alongside actionable insights. It’s the model I wish more brands had during COVID — and the one every brand will need to win in the next cycle of disruption.

Join

Or Book a Demo
peq case study