A broader brand, a broader measurement challenge.
Dr. Scholl's marketing now spans television, social, influencer, ecommerce marketplaces, Amazon, retail media, and direct-to-consumer. The challenge is no longer simply measuring activity — it's determining which investments create incremental demand, which capture demand that already exists, and where the next dollar will create the greatest business impact.
From attribution to an investment system.
Individual platforms can each claim credit. What leadership needs is a common framework for incrementality and investment — one that turns measurement from a reporting exercise into an investment-management capability.
Which channel or platform gets credit?
Which investments create incremental growth, how much headroom remains, and where should we invest next?
A more defensible view of growth: baseline demand + incremental marketing contribution + other business drivers — a common economic language across marketing, analytics, finance, and leadership.
One decision framework, built to answer the questions leadership actually asks.
What is driving incremental results?
Separate the investments that create new demand from the ones simply capturing demand you already had.
Why is performance changing?
Understand the causes behind shifts in sales and revenue — not just the surface-level channel metrics.
What should we do next?
Weigh alternative investment scenarios and act on the evidence with confidence, before campaigns end.
Connect, measure, understand, plan, optimize.
Adobe MCA brings together causal AI, marketing mix modeling, multi-touch attribution, standardized data connectivity, and scenario planning within one connected framework — moving your team beyond reporting on the past toward managing investment in the present.
Causal AI
Determines which marketing activities are genuinely driving business outcomes — not just correlating with them.
Marketing mix modeling
Macro-level investment analysis that quantifies each channel's contribution to sales and revenue.
Multi-touch attribution
Customer-level engagement insight across the journey, connecting individual touchpoints to conversion.
Data connectivity
Unifies data across major advertising and marketing platforms into one standardized, trusted foundation.
Scenario planning
Compare budget scenarios and projected outcomes — exposing where headroom remains and where returns diminish — before committing spend.
A common decision framework
A consistent, explainable economic language that aligns marketing, finance, and leadership around one view of growth.
From a retrospective report to a repeatable decision loop.
The destination isn't another dashboard. It's a recurring cycle that connects measurement to the next investment decision — and feeds each cycle's results back into the next.
Measure
What created incremental impact, beyond underlying demand?
Diagnose
Why did performance change? Causal AI separates signal from noise.
Decide
Where does the evidence point to opportunity or diminishing return?
Plan
Model alternative investment scenarios before committing budget.
Act & learn
Adjust while media is live, then feed observed results into the next cycle.
Advanced measurement — without a data science team.
MCA delivers AI-generated insights instead of dozens of dashboards to reconcile by hand, in an experience designed for marketers. Your team gets to the decision faster.
- Faster time to insight. Replace manual analysis with AI that explains what's driving results and why.
- Continuous optimization. Spot and act on opportunities before campaigns end to maximize return in market.
- Simplified complexity. A marketer-first experience that makes rigorous measurement accessible to the whole team.
Built for the way marketing teams actually work.
From connecting ad platforms to measuring creative and channel ROI, the MCA marketer experience is designed to bring these workflows together.
Pre-built connectors to major ad platforms
Bring campaign data together across advertising and marketing platforms with standardized paid-media connectivity that reduces reliance on custom pipelines.
Optimize creatives and channels against ROI
See where drop-off happens, where spend outpaces revenue, and which channels carry an efficiency gap — then act on it.
Shown: the MCA marketer experience. Established MMM and MTA measurement and planning are available today, with capabilities continuing to converge into this unified experience.
Measure the business Dr. Scholl's actually operates.
The ecosystem spans DTC, Amazon, omnichannel retail, and retail media. The measurement strategy should reflect that — not a single DTC conversion — while being honest about what each data source can prove.
DTC
Understand direct response and, where the data supports it, customer-level journey behavior.
Amazon
Evaluate Amazon investment against measurable business outcomes — rather than treating platform attribution as the only source of truth.
Retail
Bring accessible retailer outcomes into the framework so brand and media investments are judged on broader commercial results.
Retail media
Measure independently where RMN data access is sufficient.
Where access is limited, that boundary is made explicit — rather than blocking the whole program.
Maximize the observable business outcome — without overstating what the available data can prove.
Five decisions MCA is built to inform.
Optimize the total media portfolio
Where should Dr. Scholl's put the next marketing dollar? MCA's roleUse incremental contribution and planning insights to weigh TV, social, search, Amazon, retail media, and ecommerce — and evaluate alternative allocations.
More defensible budget allocation based on business impact — not competing platform attribution.
Validate the brand expansion
Are investments behind wellness, self-care, and athletic performance translating into measurable growth? MCA's roleConnect campaign and investment activity to modeled business outcomes, and distinguish the performance signals the evidence can support.
A consistent way for leadership to evaluate investment behind the evolving Dr. Scholl's portfolio.
Make upper-funnel an incrementality question
What role does TikTok play in creating incremental demand — and does the evidence support more or less investment? MCA's roleEvaluate contribution, interaction, and saturation using channel-synergy insights — because upper-funnel effects aren't captured by lower-funnel conversion credit alone.
A stronger investment conversation for TikTok, social, and TV — framed as incrementality, not platform ROAS.
Improve Amazon & retail media investment
Which marketplace and retail-media investments add demand rather than intercept existing intent? MCA's roleEvaluate incremental impact where authorized outcome and media data provide sufficient measurement coverage.
Better evidence for where retail and marketplace investment should grow, hold, or be reconsidered.
Improve campaign & creative decisions
Which campaigns and creative strategies warrant additional investment? MCA's roleMeasure campaigns, creatives, and audience segments against revenue and conversion outcomes — within clear confidence boundaries.
Creative and campaign decisions tied more directly to business performance.
A repeatable investment system — not another attribution report.
Once Dr. Scholl's has a trusted measurement baseline, every value below compounds — turning performance data into the next confident budget decision.
Better growth decisions
Move beyond channel metrics to understand which investments truly create business growth.
Confidence in spend
Align marketing, finance, and executives around a common framework for performance.
Faster time to insight
Reduce manual analysis and accelerate decisions with AI-powered insights.
Continuous optimization
Identify and act on opportunities before campaigns end to maximize in-market return.
Simplified complexity
A marketer-first experience that makes advanced measurement accessible to the team.
Evidence-based clarity
A clearer view of incremental impact across the channels, campaigns, and segments the evidence supports.
The shift is from reporting marketing performance to actively managing marketing as a growth investment — understanding what marketing truly adds, why performance is changing, and how different investment choices shape what comes next.