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Marketing Campaigns Must Show Incremental Lift, Not Just Sales

Title: Marketing Campaigns Must Show Incremental Lift, Not Just Sales
URL: http://www.rimmkaufman.com/rkgblog/2009/01/29/marketing-campaigns-must-show-incremental-lift-not-just-sales/
Printed: March 20, 2010
Source: The Rimm-Kaufman Group Blog, info@rimmkaufman.com

Two excellent posts about incrementality and matchbacks.

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