Quantifying “lift’ requires data sources that can verify a purchase having taken place that matches the manifest (marketing list). There are two ways to look at this. Overall lift based on the purchasing of a consumer and lift based on that consumer purchasing from the entity (dealer and marketer) that produced the campaign.
Both are important. Quantifying the higher percentage of buyers in a market purchasing a product similar to what the dealer sells, let’s us know if the list is good. Quantifying the number of buyers that bought from the dealer let’s us know two things: Was it good for the dealer and did the dealer perform well in responding to the inquiries generated by the marketing list.
Good ‘lift’ has been more attributed to ‘behavioral’ (hand raisers) marketing than marketing based on ‘models’ in recent years. Some of the stories relating to this phenomenon might surprise you.