VP of Growth at Acorns: Anthony Scarpaci - Testing, Measurement, and Incrementality: The Pillars of Marketing Growth
How I Grew This
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Navigating Marketing Measurement and Attribution
This chapter delves into the complexities of marketing measurement and attribution, focusing on the effectiveness of campaigns, particularly in the telecom sector. It explores various techniques for assessing customer interactions across multiple channels, highlighting the significance of incremental measurement and fractional attribution. The discussion underscores the balance between analytical rigor and agility in decision-making, as well as the importance of continuous testing and mentorship in the marketing landscape.
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