Measurement Insights

Improving Marketing Efficiency through Incremental Measurement

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 whitepaper 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)

Download the whitepaper here.

Ovative is a digital-first media and measurement firm seeking to transform the measure of marketing success. At Ovative, we help brands move the needle. We are curious. We value your brand. We want to see you succeed. Connect with us to learn more!


Dale Nitschke

CEO & Founder

About the Author

Dale is the Founder and CEO of Ovative. After years of operating a large omni-channel business and leading a customer data initiative, Dale knew there was an opportunity to create a marketing firm that helped clients become more customer centric and drove better performance outcomes. A gap existed between business consultancies and advertising agencies that modern marketing approaches demand. He also... Read More >>

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