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Using lift-testing to measure the true value of digital marketing in the cross-device world

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Digital marketing attribution faces a number of challenges as the online landscape evolves. Flaws in last-click models are being exacerbated by the growing move to cross-device usage. With this trend unlikely to change, it is clear that accurate digital marketing measurement requires an understanding of the behaviour of people, rather than devices. This paper presents lift-testing as a methodology that allows for the building and validation of a robust cross-channel digital measurement framework. Examples are provided to show how lift-testing can be used drive more accurate spend decisions than last-click models, as well as how it can be used for both between- and within-channel optimisation. This paper also calls for a shift in mindset within digital marketing analysis to ensure a focus on true incremental impact from both advertisers and publishers.
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Keywords: cross-device; digital marketing; lift test; measurement

Document Type: Research Article

Publication date: June 1, 2016

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  • Applied Marketing Analytics is the major new professional journal publishing in-depth, peer-reviewed articles on all aspects of marketing analytics. Guided by an expert Editorial Board each quarterly 100-page issue - published both in print and online - features detailed, practical articles written by and for marketing analytics professionals on innovative thinking, strategies, techniques, software and applied research showing how major brands are collecting, interpreting and acting on marketing analytics, both around the world and across varied digital and non-digital marketing channels. Learn how to measure the effectiveness of your marketing initiatives more accurately, how this compares to your competitors, identify gaps in your marketing analytics program and what metrics that support sound marketing decision making - and add to the bottom line.
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