Three Large Advertisers Ran Lift Experiments. The Results Were Fascinating

As cross-channel measurement becomes increasingly complex, brands are leveraging incrementality to understand true value and hone their ad strategies. American-Swedish fashion retailer¬†Gant¬†operates nearly 4,000 stores in 81 countries and has a complex multichannel ad strategy that spans the full customer journey. Last March, the brand wanted to gain a better understanding of the relative performance …

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