Incremental Lift

Definition

Additional sales directly attributable to your campaign versus a control group—isolating what your marketing actually added.

Example Usage

Our campaign showed a 12% incremental lift in online purchases among test group users.

Origin

Marketing analytics and econometrics terminology

Fun Fact

Most companies don't measure incremental lift, so they vastly overestimate their marketing effectiveness

Source: Marketing analytics and measurement

Related Terms

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insert

That promotional card, coupon, or leaflet strategically stuffed into magazines, packages, or direct mail that inevitably falls out and clutters your coffee table. In marketing and publishing, inserts are additional materials slipped into existing products to advertise, inform, or annoy. They're the reason you can never read a Sunday newspaper without creating a paper avalanche.

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mad lib copy

Templated marketing content where only names, numbers, or minor details change between versions. The literary equivalent of mail merge, and just as soulless.

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user-generated content

Content created by customers rather than brands, including reviews, photos, and testimonials. The marketing equivalent of getting the audience to write your material while you take credit and occasionally moderate death threats.

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Intermediate

halo effect

When positive attributes of one product or campaign positively influence perception of the entire brand. The rising tide that lifts all boats, or the one good kid that makes the parents think they're doing something right.

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count

The tally, result, or numerical outcome of counting things—the what-you-got after the tallying is done. In marketing metrics, count is your basic unit of measurement: impressions, clicks, conversions, or whatever you're obsessing over this quarter.

📣 Marketing / Advertising

Advanced

marketing attribution

The practice of determining which touchpoints deserve credit for a conversion, attempting to solve marketing's eternal question: 'Which half of my advertising is working?' Spoiler: there are no perfect answers.

📣 Marketing / Advertising

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