Summary

This work consists of a meta-analysis compiling learnings from different advertising sales experiments that ran in Latin America between 2017 and 2018. By contrasting results of measurements performed with advertising campaigns, we aim to elucidate how different marketing practices contribute to generate brand sales. Measurement methodologies consist of different approaches, for which we provide detail. Our conclusions are towards (1) validating effectiveness of different advertising practices based on evidence produced by experiments and (2) the adoption of a "test- and-learn" mindset, where brands continuously generate evidence of how their advertising practices work to produce results, is fundamental to growth in a rapidly changing environment.

Introduction

Few Latin American large-scale brands can say they have had it easy over the last years. If disruption comes from emergent business models (e.g. Bain & Co) in developed markets, in Latin America pressure rests in economic and politic environment concerns. A 2018 Nielsen report on our region stated "[T]he economy continues to be the number one concern across the region creating a cautiousness in consumer spending. Consumers are most likely to spend spare cash paying off debts and credit cards and putting money into savings". Over recent years, Latin American economies have faced many changes. At the same time, consumers are changing the way they relate to brands, with the growth of digital platforms like social media and usage of mobile devices. Latin America is home to almost 250 million smartphone users, and 284.1 million digital video viewers, second only to Asia Pacific. Mobile is expected to make up more than one quarter (27.5%) of all retail e-commerce sales in Latin America, for a total of US$ 14.6 billion (Dubickas, 2018). With such forces shaping consumers' habits and decisions, managing a brand business in this context is as uncertain as it has ever been.