The Challenge
For a national furniture retailer operating in a competitive, considered-purchase category, proving that digital advertising translates to real in-store traffic is notoriously difficult. Traditional attribution models rely on assumptions and proxy signals — leaving marketers without a reliable way to connect ad exposure to physical store visits.
This retailer needed more than brand awareness. They needed clear, defensible evidence that their advertising investment was driving incremental foot traffic — measured not by their own data but by an independent third party that could withstand scrutiny. At the same time, they wanted to better understand which markets represented the greatest growth opportunity, so they could allocate spend with precision.
The Solution
The retailer partnered with CivicScience to run a sustained, multi-quarter advertising campaign powered by CivicScience’s zero-party declared intent data. Rather than reaching audiences based on past behavior, CivicScience identified and activated consumers actively signaling purchase intent and in-market readiness — reaching the right shoppers at the right moment.
To measure true impact, in-store lift was tracked independently through a third-party measurement partner, comparing store visit rates among consumers exposed to CivicScience ads with those of a matched control group. This methodology removed self-reported bias and provided a clean, credible read on incremental traffic driven by the campaign.
In addition to campaign performance reporting, CivicScience delivered regular audience insights — surfacing attitudinal and behavioral signals about the retailer’s customers that went well beyond what media metrics alone could reveal.
Results & Impact
Across Q1 through Q3, the retailer consistently achieved positive incremental in-store lift — quarter after quarter — with results validated by independent third-party measurement. From Q2’25 to date, the campaign delivered an average incremental lift of 5.18%, ranking in the top performer bracket in three out of four reporting periods and in the Good Pace bracket in the remaining period. The campaigns demonstrated that CivicScience’s declared intent audiences drove real shoppers into real stores, not just impressions.
The depth of audience insights delivered alongside media performance became a defining element of the partnership — helping the client understand not only how their campaigns performed but also who their customers are and what motivates them. The retailer has consistently renewed the partnership, citing both measurable lift results and the strategic value of ongoing intelligence.
Why CivicScience
CivicScience is an advertising and analytics platform built on the world’s largest database of real-time consumer sentiment and declared intent. Powered by AI-enabled survey technology engaging millions of U.S. respondents every week, we help leading brands and agencies activate and measure high-performing advertising – reaching custom audiences of over 165 million consumer profiles across premium digital, online video, and connected TV environments. Real Voices. Superior Advertising. Thriving Media.
