How Brand Lift Studies Measure True Ad Effectiveness

Episode 19 of Marketing Analytics with Fexingo. Lucas and Luna break down how brand lift studies work, why they're the gold standard for measuring ad effectiveness, and how companies like Netflix use them to prove causation, not just correlation. They walk through a real 2025 case where a CPG brand ran a geo-based brand lift test on a new snack launch, revealing a 12% lift in purchase intent that their click-based attribution model had completely missed. The hosts discuss survey design, control vs. exposed groups, and how to avoid common pitfalls like survey fatigue and priming bias. Plus: why brand lift studies are becoming essential as third-party cookies fade and walled gardens tighten. A focused, practical episode for marketers who need to justify brand spend with actual data. #BrandLift #AdEffectiveness #MarketingAnalytics #Attribution #Netflix #CPG #GeoTest #SurveyDesign #Causation #ControlGroup #ExposedGroup #PurchaseIntent #ThirdPartyCookies #WalledGardens #Marketing #Business #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo