Martech
APRIL 28, 2025
How conversion lift testing works Test and control groups The core of conversion lift testing involves dividing the target audience into two groups: a test group that is exposed to the marketing campaign and a control group that is not. This analysis helps quantify the effectiveness of the campaign.
Single Grain
JUNE 16, 2025
After comparing exposed and control groups, marketers can isolate the true impact of retargeting campaigns without relying on individual user tracking. Advanced measurement frameworks also incorporate: Cohort analysis: Tracking user groups over time to understand long-term value. Testing in increments is another tactic.
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Martech
DECEMBER 2, 2024
By dividing your audience into two groups — one that receives the marketing intervention (treatment group) and one that does not (control group) — you can directly compare the sales or conversions between the two groups. KPIs: Sales lift: Difference in sales between the treatment and control groups.
Single Grain
JULY 29, 2025
Key Features: Product recommendations, e-commerce analytics, customer journey mapping, revenue attribution Best For: E-commerce businesses, retail companies, organizations prioritizing revenue attribution 11. The most successful implementations focus on comprehensive metrics that demonstrate business impact.
Martech
APRIL 17, 2025
For pure-play DTC brands or the online portion of midsized omnichannel retailers, you’ll often see the total number of attributed conversions surpass the total number of actual conversions! Suppose you only report on attributed numbers from ad platforms, each with a siloed view of the world. Incrementality tells you if it mattered.
Ad Monsters
JUNE 27, 2024
If you’re a retailer looking to maximize shopper engagement and campaign efficacy, Paul Brenner, SVP of Retail Media & Partnerships at Vibenomics, emphasizes leveraging advanced targeting and in-store technology. Brenner tapped into Vibenomics’ tailored approach to retail media to shape his insights for the Playbook.
Martech
JANUARY 3, 2023
retailers) to own the direct consumer purchase experience, in recent years, many brands have been investing more and more in direct-to-consumer efforts. Plan ROI measurement from the beginning, including control group management. While CPGs have mostly relied on intermediaries (i.e., Considerations. Metric/KPI frameworks.
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