Measuring Incrementality in Marketing

This chapter explores the personal journey of a speaker from musician to ad tech entrepreneur, focusing on their startup aimed at innovative measurement solutions in digital marketing. It emphasizes the challenges of measuring incrementality against traditional methods, particularly post-Apple's app tracking transparency announcement, and the industry's resistance to recognizing deeper insights into marketing effectiveness. Through engaging analogies, the conversation critiques the reliance on outdated attribution models and highlights the need for a more nuanced understanding of marketing performance.