Measurement of Brand Lift from a Display Advertising Campaign
Measurement of Brand Lift from a Display Advertising Campaign
Place:
Hershey, PA
Publisher:
IGI Global
Date published:
2011
Record type:
Editor:
El Sheikh, Asim Abdel Rahman
Journal Title:
Business Intelligence and Agile Methodologies for Knowledge-Based Organizations
Source:
Business Intelligence and Agile Methodologies for Knowledge-Based Organizations
Subject:
Abstract:
In this chapter we will describe an advanced business intelligence system we built at Yahoo to measure the lift in brand awareness driven from the display advertising campaigns on Yahoo network. It helped us to show to the advertisers that display advertising is working in lifting awareness and brand affinity.
Series:
Advances in Business Information Systems and Analytics
CITATION: Chand, Jagdish. Measurement of Brand Lift from a Display Advertising Campaign edited by El Sheikh, Asim Abdel Rahman . Hershey, PA : IGI Global , 2011. Business Intelligence and Agile Methodologies for Knowledge-Based Organizations - Available at: https://library.au.int/frmeasurement-brand-lift-display-advertising-campaign