Sena reports campaign results alongside category demand and competitor activity for the same window and the same market.
Campaign measurement is the best-instrumented part of marketing and the least conclusive. Every channel reports itself accurately, and the aggregate still answers the wrong question. Three reasons.
Each platform measures the activity it hosted and claims the closest conversions. Summed together, the reported results routinely exceed the sales that happened.
A campaign ran, and sales rose. Whether they would have risen anyway sits outside every dashboard, because the stack measures the campaign and leaves the category to a second source.
Reporting covers the audience reached. The category buyers a campaign missed entirely, who are usually the growth opportunity, sit outside the result.
Sena is a decision AI with access to real-world data. It reads recorded purchases from real consumers in each market, sets it against category demand and competitor activity for the same window, and reports what the campaign changed.
Sena reports what the category did during the campaign window, so lift gets measured against the market, where the alternative is last year.
Sena records what other players changed while the campaign ran, so a competing move enters the read as part of the conditions.
Sena counts category buyers across the market, reached and unreached alike, and sizes the group the campaign missed.
Campaign performance is the outcome a campaign produced. Campaign analytics is the practice of structuring that outcome so you can question it. The metric set below is stable, and each figure's value depends entirely on what it's compared against.
5.0 points of gap. Reached buyers moved further than the ones the campaign missed, which is the closest thing to a clean read outside a holdout test.
| Metric | What it reports | What it needs to mean anything |
|---|---|---|
| Reach | How many people saw it? | Who in the category was missed? |
| Engagement | Response to the creative | Whether responders buy the category |
| Conversion rate | Share of the reached who acted | The same rate among the unreached |
| Cost per result | Spend divided by outcome | The same figure for the previous window |
| Return on spend | Revenue attributed to spending | Category demand for the same window |
| Incremental lift | Sales the campaign caused | A baseline drawn from the market |
One campaign, one market, one period. Averaging results across markets hides the country where the campaign worked and the one where it failed.
Read what the category did over the same window. A baseline taken from last year compares two different markets wearing one name.
Note what other players changed while the campaign ran. A rival cut can erase a real lift, and a rival stumble can invent one.
Split category buyers by whether the campaign reached them, then compare recorded purchases across the two groups. That split is the closest thing to a clean read available outside a holdout test.
The reporting layer holds every number except the one that gives it meaning: what the category did over the same window.
Sena supplies category demand and competitor activity per market and window, so campaign performance analysis becomes more than a summary of itself.
Aggregated results describe an average market. A campaign that lifted three countries and lost two averages out to modest growth, and the two responses that matter, more weight and a rethink, both go unmade.
Per-market baselines are what keep those two markets visible.
Real people share what they buy and prefer, under explicit consent. Sena captures it directly at the source, so every figure traces back to its source whenever a number comes under question.
Sena answers campaign questions from consumer data collected under explicit consent. It separates lift from market movement, names the markets and segments, and attaches the reasoning and the source records to the answer.
Sena reports category demand for the campaign window, so the result splits into what the campaign caused and what the market supplied.
Sena reports recorded purchases by segment, so the response gets attributed to a group above the average.
Every figure behind a campaign result traces to the consumers, the market, and the date.
A campaign result is only as defensible as the baseline under it. Sena produces every reading on this page from real-world data captured when the question needs it, from the consumer signal at the source through the market, with the date and source behind every figure.
Records what consumers in each market bought during the campaign window and in the weeks around it. That activity is the outcome a campaign gets measured against, drawn from the people making the category decision. Campaign readings rest on people who consented to share their purchases. That consent covers the purchase record a lift figure is measured against.
Reads prices, packs, and placement in real stores during the campaign window, so in-store conditions form part of the explanation.
Brings the team's own campaign, sales, and CRM data in through existing integrations, including Salesforce and HubSpot, so reported results read beside recorded consumer purchases for the same weeks.
Turns scattered campaign reports, exports, and spreadsheets into one connected database, so this campaign reads against every one already filed.
Four teams read the same result, and each one needs a different cut of it before they can act.
The budget and needs the lift are separated from the category movement.
The campaign needs to know which market it moved.
Owns the message and needs the segment that responded to it named.
The result is presented and needs a baseline drawn from the market.
The same baseline, read against the decision each category actually makes.
Read the lift against category demand and in-store conditions for the same weeks.
Separate campaign-driven applications from a category moving on rates.
Check whether an acquisition push moved switching or reached existing customers.
Test whether the claim that ran shifted purchase.
One mechanism covers every campaign and every market. Each step is documented, which keeps the lift figure defensible.
Real contributors record what they bought during and around the campaign window, under explicit consent.
Sena reads category demand and competitor activity for that exact window and market.
Own movement reports against the baseline, so the campaign share of the result arrives with its reasoning.
Most campaign measurements compare a result against the previous period. Sena compares it against the category during the same window. The table below shows what separates them.
| Capability area | Current approach | Sena |
|---|---|---|
| The baseline | The previous period, or the same period last year. | Category demand for the exact campaign window, per market. |
| Who reports the result | Each platform reports the activity it hosted and sold. | Recorded consumer purchase, collected independently of any channel. |
| Competitive conditions | Absent from the reporting entirely. | Rival price, pack, and claim changes dated to the same window. |
| The unreached | Outside every metric. | Category buyers the campaign missed, counted, and sized. |
| Market granularity | Aggregated results describing an average market. | Each market reported separately with its own baseline. |
| Auditing a lift figure | An attribution model and its assumptions. | Every figure traces back to the purchases, the market, and the date behind it. |
Three situations where a market baseline changes the decision on the table. All three draw on the same collection.
Bring category demand for the campaign window into the review, so the conversation moves from attribution models to one number.
Compare recorded purchases among reached and unreached category buyers, and fund the channel that shows a real gap.
Read results per market, and move weight to the country where the clean lift appeared.
Campaign performance reports what the spend did. The four below are the decisions a campaign review reaches for next.
Every marketing decision Sena supports, in one place
Category attention, market by market
A campaign buys attention. Share of voice reports how much of the category conversation it bought, per market.
Explore share of voice 02Awareness, consideration, and preference, per market
Campaigns move the funnel before they move sales. Brand tracking reports on which step shifted and where.
Explore brand tracking software 03Segments built from real purchases
A campaign works on a group. Audience segmentation names and sizes that group across the category, per market.
Explore audience segmentation 04The rival activity inside the campaign window
Results depend on what rivals did that week. Competitor monitoring supplies the price, pack and claim changes inside the window.
Explore competitor monitoringThe walkthrough reports category demand and competitor activity for that campaign window in the named markets, separates the lift from market movement, and traces any figure back to its source while the team watches.
Tell us the campaign and the markets, and we will bring the baseline.