Two years ago, lift tests weren’t something OLX Group even talked about. Today, lift tests, which measure the incrementality of a marketing channel or advertising tactic, are in heavy rotation at the ...

There is a better way to measure incrementality in market mix, writes Mutinex CEO and co-founder Henry Innis. When it comes to efficiency in advertising, marketers have placed their faith in “lift ...

This content is produced by a member of The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business. At Precis, we’ve run many ...