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zaroth
on July 29, 2017
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P&G Cuts More Than $100M in ‘Largely Ineffective’ ...
New customers or orders brought in by the ad which you wouldn't have gotten otherwise. Lift is a basically unmeasurable quantity which directly relates to the ROI of the ad.
tomrod
on July 31, 2017
[–]
Measurable via test design, with a control population establishing the baseline.
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