10min chapter

The Sleeping Barber - A Business and Marketing Podcast cover image

SBP 030: Solving for Incrementality, with Avinash Kaushik

The Sleeping Barber - A Business and Marketing Podcast

CHAPTER

The Importance of Measuring Incrementality in Marketing

This chapter emphasizes the significance of understanding the incremental value of advertising dollars and the need for marketers to use attribution models to accurately assess their contributions. It also discusses the evolution of advanced data models and media mix models in marketing, suggesting continuous progress. Additionally, it explores the importance of measuring marketing efforts within different timeframes and the challenge of presenting results with too many metrics.

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