Revenue attribution is the hottest topic these days. Proliferation of online media, requires reshuffling marketing spend across many more spend categories. Traditional funnel-engineering type work is good, but static, and doesn’t address a few key issues. 1) The transient nature of marketing spend effectiveness that comes and goes with changing keywords, banners offers 2) It [...]
Category Archives: Campaign Measurement
How to measure incremental lift: $XX off when you purchase $YY or more
Apr, 132010
Marketers often execute promotions where they give $XX off when you purchase $YY or more. Recently a client of mine executed such a promotion and believed it provided a positive return. However, upon close examination, it was actually a negative return, and we halted the campaign immediately. I would like to provide the methodology to [...]
