Life Without Multi-Touch Attribution: How Your Marketing Measurement Program Will Change Under Incrementality

Because incrementality tests need to be planned out methodically, there’s a level of premeditated insight gathering that in essence forces marketers to have a deeper connection between their media and their measurement. You have to think more intentionally about what you want to measure and how best to run those tests in order to get the insights you need. If anything, MTA facilitated a bit of laziness on our part as marketers. With incrementality, marketers will have a closer link to the two sides—media & measurement—which most might agree is the ideal state of things. 

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