Our collection of musings on digital marketing, media and measurement.
Incrementality Testing Series
Identifying What to Test Now: You’ve fought for this media budget. You’re investing this media budget. And finally, you’re getting your media out in front of….someone who was already going to buy? What if that is happening (and it may be happening) – wouldn’t you want to know? For this very reason, it’s no surprise […]
Incrementality and the Influence on Path to Purchase
You start your morning by checking email on your phone, one of which is from your favorite place to shop for shoes. Then, while scrolling through Instagram on your bus ride to work, you notice the same pair of shoes being promoted in your feed. Over lunch, you open up Facebook on your laptop and […]

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