A Need to Redefine Brand Lift
Direct Marketing Observations
APRIL 13, 2012
According to a recent survey published by eMarketer , four in five North American brand marketers considered brand lift to be the most important metric for evaluating the success of their online branding efforts. But is brand lift the right metric at all? Vizu which partnered with DIGIDAY on the survey defines brand lift as the following: Brand Lift is defined as the percentage increase in the primary marketing objective of a brand advertising campaign.
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