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Summary
Relevant key performance indicators (KPIs) have become increasingly important over the last decade for evaluating the impact of marketing and media spending. Today, numerous companies offer products that measure “ROI” and “lift,” But, for many, it is difficult to differentiate them. This prompted the Online-Offline Metrics Working Group of the ARF’s Cross-Platform Measurement Council to create: The Guide to Lift and ROI Measurement Products. This comprehensive report highlights the product offerings of 27 companies in the space.
The objective of the guide is to provide the advertising industry with the wide range of choices and services available to them, and to describe the features of each. It serves as a resource for those who are interested in commissioning a lift measurement project or those who wish to understand more about how these projects are done. The guide provides information about the types of campaigns these services cover, the unit of analysis they typically analyze, the metrics they employ, their methodologies and deliverables. It also offers general information about each product and granular description of its elements and unique features.
