There is a better way to measure incrementality in market mix, writes Mutinex CEO and co-founder Henry Innis. When it comes to efficiency in advertising, marketers have placed their faith in “lift ...

Two years ago, lift tests weren’t something OLX Group even talked about. Today, lift tests, which measure the incrementality of a marketing channel or advertising tactic, are in heavy rotation at the ...

They track users who click their ads and measure how many of them made a purchase within a certain period of time, called conversion window. It works particularly good for SEM campaigns. We believe ...