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Baseline: A baseline in marketing is the starting point by which you measure change or improvement in a campaign or strategy. It's a reference point that allows you to compare past performance to current performance after implementing new changes or strategies. By establishing a baseline, you can measure the effectiveness of your marketing efforts and identify areas for improvement. For example, if your baseline Email Clickthrough Rate is 10%, and after implementing a new strategy, it increases to 15%, you can say that the strategy resulted in a 5% improvement.

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