Promotion lift

프로모션 증분 효과

Separate extra sales from those that would have happened anyway.

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html
<div class="lift"><div class="stack"><div class="actual"><span>ACTUAL SALES</span><b>150</b></div><div class="base" id="base"><span>BASELINE</span><b id="baseN">100</b></div><div class="extra" id="extra">+50</div></div><label>EXPECTED WITHOUT PROMO <b id="expected">100</b><input id="baseline" type="range" min="70" max="130" value="100"></label></div>
css
.lift{width:min(90%,510px);font:900 clamp(10px,max(2vmin,1vw),14px)/1.2 sans-serif}.stack{height:clamp(85px,27vmin,160px);position:relative;border-bottom:2px solid var(--fg)}.actual{position:absolute;bottom:0;left:8%;width:36%;height:100%;background:var(--accent);color:white;padding:7px}.actual b,.base b{display:block;font-size:clamp(19px,6vmin,40px)}.base{position:absolute;bottom:0;right:8%;width:36%;height:67%;background:var(--accent-3);color:white;padding:7px;transition:.3s}.extra{position:absolute;top:5%;left:50%;background:var(--accent-2);color:#211b19;padding:7px;transform:rotate(5deg);font-size:clamp(15px,4vmin,28px)}label{display:block;margin-top:17px}label b{float:right;color:var(--accent)}input{display:block;width:100%;accent-color:var(--accent)}@media(min-width:700px){body>:first-child{transform:scale(1.25);transform-origin:center}}
js
const r=document.querySelector('#baseline');function draw(){const n=+r.value;document.querySelector('#base').style.height=(n/150*100)+'%';document.querySelector('#baseN').textContent=n;document.querySelector('#expected').textContent=n;document.querySelector('#extra').textContent='+'+(150-n)}r.oninput=draw;setTimeout(()=>{r.value=125;draw()},650);setTimeout(()=>{r.value=100;draw()},2600);

Promotion lift is the difference between actual sales and a credible no-promotion baseline. Counting all campaign-period sales as lift includes units that would have sold anyway.

The demo overlays actual sales and a baseline, highlighting only the extra portion. Change the baseline to see how the estimated lift changes even with the same observed sales.

Account for seasonality, advertising, pulled-forward purchases and post-event dips. Subtract discount cost and cannibalization to assess profit.

When to use

Define a baseline before comparing campaigns or allocating the next budget.

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