Exactly What to Measure with Lift Based Marketing Investments
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How do you earn budget if attribution is dead and traffic is vanity metric?
Lift-based experimentation. That’s when, rather than try to assign a weight to every potential channel or tactic you (or an algorithm) think contributed to a particular conversion, you measure the lift in conversions that happen after a particular tactic or channel begins. Weirdly, it’s less precise,…