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Campaign Measurement: Perceptions vs. Reality

Upwave’s VP of Product, Ken Archer recently presented during the webinar, “Attribution and Measurement,” hosted by Prohaska Consulting. During his talk, Ken outlined Upwave’s framework of measurement types for media campaigns and dispelled some of the misconceptions surrounding measurement.   A market map of measurement When it comes to helping clients understand measurement options for …

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Why Brand Lift Stat Sig does not Answer the Campaign Optimization Question

Traditional brand lift reporting displays multiple metrics – observed lift, statistical significance – that can each tell a different story, making it hard to know how to interpret and act on insights mid-campaign. The advice of research statisticians is generally to wait until determinations of statistical significance can be made with minimal risk of false …

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When Can I Make Optimization Decisions with Upwave’s Outperformance Indicator?

Nearly every aspect of brand lift marketing is dynamic, from the media plan to the data on impressions and outcomes collected continuously throughout a campaign. Yet when it comes to brand lift optimization decisions, the industry still relies heavily on measurement tools like statistical significance, p-values, and observed lift that are by design more static.  …

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