There are many ways to measure marketing impact — click-throughs, conversions, impressions — and also many high-tech tools available to attribute marketing effectiveness to specific channels and tactics. But even sophisticated measurement systems can rely on assumptions and formulas that fail to measure bottom-line value.
This paper looks at how controlled experiments can be used to refine results produced by other measurement tools, and can become part of an enterprise measurement process that continually generates new insights and more accurate measurements. A case study from a major U.S. retailer illustrates the enormously improved accuracy and efficiency that incremental measurement unlocks.
After reading this paper, you’ll understand:
- What incrementality is and why it matters
- Defining what the incrementality measurement process looks like
- How we test for incrementality
- What incrementality measurement looks like in real life application (case study)