Optimize

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.  …

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

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 …

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

A measurement tool is only as useful as the question you ask it. A ruler, for example, is very useful if you want to know how long your coat sleeves are, but is of little benefit if you need to know whether you need to wear it. A thermometer, on the other hand, will answer …

The Right Tool for the Job: Introducing Upwave Optimization Read More »