The Evolution of Marketing Analytics and Incrementality Testing

Exploring the journey of a marketing analytics expert, the chapter traces the evolution from traditional methods to cohort-level market experimentation. Insights are shared on the challenges and benefits of incrementality testing, emphasizing the importance of continuous experimentation for driving business value. The conversation also touches on the impact of market upheavals, the complexities of ad platform testing, and the shifting strategies in response to iOS 14.5 and the App Tracking Transparency framework.