The objective of the study was to understand the effect of marketing on IKEA’s sales in Italy, with a particular focus on the synergy between online and offline media activity and the effectiveness of paid search. IKEA’s sales drivers were isolated and quantified using econometrics models showing that 9.7% of total sales are influenced by controllable marketing factors.
Key findings:
- TV advertising has the greatest impact but paid search is the second highest marketing driver of sales
- Paid search is more effective at driving sales than banners
- TV and paid search work in conjunction to boost sales
