There is a better way to measure incrementality in market mix, writes Mutinex CEO and co-founder Henry Innis. When it comes to efficiency in advertising, marketers have placed their faith in “lift ...

In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader ...

Several major US travel firms including Disney have appealed for the US government to remove all remaining Covid travel restrictions. At the moment, unvaccinated foreigners are not allowed to enter ...

Two years ago, lift tests weren’t something OLX Group even talked about. Today, lift tests, which measure the incrementality of a marketing channel or advertising tactic, are in heavy rotation at the ...