Incremental Lift – Measuring Impact of Marketing Efforts Above Native Demand

A recent analysis in Nielsen insights helps describe an important component in today’s hypercompetitive marketplace.

“Marketers in every industry have one common goal: Prove that marketing efforts help drive more revenue. In other words, you need to demonstrate that your tactics motivated buyers to take some action—visit your site, request a quote and/or plunk down their hard-earned money.

One way you can do this is by measuring incrementality. People use the word “incrementality” to mean different things. Strictly defined, it’s the lift that marketing and advertising provide above native demand—the increase in leads, sales and other key performance indicators (KPIs) gained that would not have occurred without marketing efforts.”

To see the complete analysis by Nielsen click HERE.


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