NEWS3 June 2021
US – Brand intelligence company Upwave has launched a tool for marketers to measure the extent to which a campaign drove new customers or retained existing customers.
The ‘Customer Lift’ metric tracks the impact of brand campaigns on the probability of a consumer being a customer of the brand.
It is calculated using Upwave data including demographic and behavioural traits.
Upwave’s version of the metric is reported as a percentage – the increase in probability that those reached by a campaign will become customers.
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