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!


Brandon Wishnow

Executive Vice President, Measurement Consulting

About the Author

Brandon is the Executive Vice President of Measurement & Activation at Ovative. He leads Ovative’s Measurement Consulting practice, responsible for diagnosing and solving business problems and marketing measurement challenges that prevent clients from accelerating enterprise growth. Prior to his current role, Brandon led the development of foundational teams and solution areas at Ovative including our Marketing Analytics Platform (MAP)... Read More >>

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