Hello Olga,

How do you calculate the baseline?

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Baseline is your expected metric performance:

For B2C: baseline is KPI or a metric value based on historical 2-3 years performance which is "normalized" (excluding CVR lift from campaigns, promotions, external factors).

For B2B and SaaS: baseline is a forecasted / expected metric value this time of the year.

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Feb 16Liked by Olga Berezovsky

I believe this is an interesting topic that deserves a separate newsletter 👍

Thank you!

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