
S3 E9: Measuring Top Of Funnel and Incrementality Testing with Zach Epstein from Haus
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Understanding Marketing Funnel and Incrementality Testing
This chapter focuses on the importance of understanding the marketing funnel, determining appropriate click targets for each channel, and using incrementality testing to adjust channel weights. It also highlights the need to feed the top of the funnel for efficiency and introduces three cell experiments with Haus to test different channel allocations.
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