Elevator
Also called: uplift
Elevator as a marketing term refers to an increase in sales and response as a result of marketing. Monitoring, measuring and analyzing the elevator resulting from ad campaigns and other forms of promotion can help a company grow and make the right choices regarding future marketing activities.
Here the term elevator does not only refer to the direct effect of advertisements and promotions. In particular, elevator refers to the structural increase in sales. The direct return from advertising is often limited; the cost of marketing squeezes the profit margin from the additional sales generated. The most valuable return is the acquisition of new repeat customers, which translates into a permanent increase in sales and revenue. This is what makes measuring and analyzing short- and long-term uplift important.
