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9min chapter
677: Digital Analytics with Avinash Kaushik
Super Data Science: ML & AI Podcast with Jon Krohn
Understanding Incrementality in Digital Marketing Analytics
This chapter focuses on the concept of incrementality in digital marketing analytics, emphasizing the importance of measuring truly incremental value and driving effective execution strategies. It also discusses the use of machine learning in enhancing Google Analytics and targeting a small segment of the audience likely to convert.
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