Marketing teams seek to better understand their marketing ROI, but often hit a wall when it comes to demonstrate the impact of their marketing strategy on business outcomes, making it difficult to justify new advertising budgets and make informed optimization decisions.
With incrementality, marketers can prove the impact of particular channels and campaigns and make better decisions about budget allocation and campaign management.
However, incrementality measurement doesn’t come without its challenges.
It’s a complicated process that is often prone to poor execution and interpretation. It requires knowledge, expertise and careful planning to ensure that the right insights are derived and the right decisions are driven.
This guide provides clarity around incrementality, including actionable insights into:
- Defining incrementality terms and KPIs
- Segmenting into test and control groups
- Keeping a clean test environment
- Excluding data outliers