Brand Metrics is introducing Cost Per Uplifted User (CPUU), a new metric that translates brand lift results into a measure of media efficiency. The problem Brand lift proves that a campaign moved the needle, …

While the concept around "if a tree falls in a forest and no one is around to hear it, does it make a sound?" is about perception and how much we know about the …

Branding is finally coming of age in digital, and it's all thanks to measurement.  For too long, brands have been forced to accept a raft of performance metrics that suit the industry, rather than …