Our collection of musings on digital marketing, media and measurement.
The Limitations of Predictive Analytics in Marketing
Many marketers avoid testing the validity of their return on ad spend because they worry that they might not acquire as many new customers during the process. Reality is, testing is the only way to truly understand the incremental value of your ad spend, whether it’s new, retained or reactivated customers. Incrementality testing is paramount […]
What is Enterprise Marketing Return?
Enterprise Marketing Return is one part metric, one part mindset. It’s a new metric that unifies marketing return by incorporating online and offline revenue, future customer value, incrementality and profitability. It’s also a mindset that pushes business leaders to transform how they approach marketing. Enterprise Marketing Return is at its best when metric and mindset […]
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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