Free Excel Calculator: Lift Over Control and Incremental Response 



Free Calculator to Assess the Incrementality of your Marketing Efforts

Measuring marketing results is sometimes more complex than it may seem.  Too many times, a particular medium, tactic, or campaign claims credit for too much—for all the customers or transactions.

To accurately assess the impact of your efforts, you need to know what the incremental results are—the new customers generated over and above those who would have just come anyway.

With this calculator, you’ll be able to do just that and calculate the two most important metrics in regard to incrementality:

  • Lift over Control – the difference the campaign made over business-as-usual
  • Incremental Results – what your results were on an incremental basis

Be prepared to answer questions about incrementality, and use these metrics to prioritize opportunities and optimize marketing success for your organization.

If you need assistance with developing, executing, measuring, or optimizing your company’s marketing efforts, perhaps we can help.  Let’s talk.

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