Understanding Incrementality in Marketing Budget Allocation

In this episode, Richard and Luke Austin go deep into the concept of incrementality. They discuss how CTC helps brands answer three critical questions for a predictable and profitable ecommerce growth plan:

• What should my total budget be to maximize profitability?

• How should this budget be allocated across channels for the most incremental outcome?

• What is the campaign-level media plan and expected profit outcome?

Luke shares insights into CTC's partnership with Measured, a platform offering best-in-class incrementality testing and budget optimization tools. They explore real-world examples of how understanding incrementality can drastically shift budget allocations, leading to more efficient customer acquisition and better overall performance.

Show Notes:

• Particl’s exclusive 2-week free trial and a 20% discount off your first month using the code "CTC." http://Particl.com
• The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.