Finding Market Fit: Marketing Leaders in Tech cover image

Measurement capabilities of world class advertisers, incrementality testing, media mix models, and when to use attribution | Andrew Covato (Growth by Science, Snap, Netflix)

Finding Market Fit: Marketing Leaders in Tech

CHAPTER

Understanding Look Back Periods, Incrementality, and Durations of Impact in Campaigns

This chapter explores the concept of look back period for performance and its impact on finding signal in campaigns. It argues that the idea of fixed look back periods disappears when running incrementality tests, as people's attention span is shorter than commonly believed and multiple exposures can have a cumulative effect.

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