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To evaluate their campaigns, what should marketers do?

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  • They should use lifetime value analysis to examine the impact to brand lift metrics.
  • They should focus on the worst-performing ads and reduce the frequency of that ad, then reevaluate.
  • They should check whether the result of a specific objective exceeded or fell short of its goal.
  • They should check whether all the budget was used for the campaign or not.

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