Question
Topic: Research/Metrics
Problem Measuring Roi On Newspaper Inserts
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I'm really looking for any feedback on different ways that we could analyze this or approach the problem. Our CMO argues that by showing only incremental we are selling the circulars short. I tend to agree but incremental lift is what makes an ROI calculation valid and we are not sure what other metrics we could apply that would be more nuanced. We've done coupon testing and other traceable direct response strategies but they only make the numbers worse.
Any thoughts on this issue would be most appreciated! Thank you!