“Data-driven insights are an integral part of running digital campaigns. Metrics provide a snapshot of how well brand messaging is resonating with a target audience, enabling marketers to measure the impact of their strategy. Alignment is the goal, because it encourages audience engagement that will ultimately drive consumers toward conversion.
To gain the intel needed, most marketers will turn to metrics like impressions and click-throughs, but nowadays, it’s possible to look beyond these campaign metrics toward audience insights that will identify real impact. A tactic that marketers are leveraging to gain audience insights and identify the impact of their campaigns is running a brand lift study.”
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