Maximizing Marketing Efficiency through Incrementality Testing

When we heard Eric Seufert talk at the Meta Summit we knew we had to have him on the show.

Eric is the founder of Mobile Dev Memo and partner at Heracles Capital, and he joins us today for a deep dive into how today’s smartest marketers approach measurement. We unpack the difference between deterministic and probabilistic attribution, why incrementality testing beats last-click reporting, and how to make sense of CAC, LTV, and payback periods across different business models. Eric shares insights on Meta’s evolving AI infrastructure, signal loss, and platform opacity, explaining why a single tool can’t give you the full picture, and why the greatest marketers are the ones that think like data scientists. He also introduces the concept of signal engineering: how to guide automated ad platforms by sending higher-quality signals and intent data.

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00:00 Introduction

06:42 The Role of Discord in Gaming Advertising

09:21 Eric's Journey in the Gaming Industry

19:04 Understanding Freemium Models in Mobile Gaming

26:08 Incentivized Advertising in Gaming

29:55 Understanding Measurement Tools in Advertising

30:24 Deterministic vs. Probabilistic Measurement

33:14 Attribution Models and Measurement Tools

39:16 Geo Lift Studies and Their Application

43:03 Common Sense in Marketing Measurement

54:10 Operationalizing Incrementality Testing

56:25 Understanding Incrementality and Testing Strategies

01:00:33 Navigating the Meta Ecosystem and AI Changes

01:06:40 Signal Engineering and Optimizing for Conversions

01:09:44 Radical Experimentation in Creative Strategies

01:21:55 Breaking Out of Targeting Loops

Meta's AI advertising playbook (with Matt Steiner):

https://podcasts.apple.com/us/podcast/season-5-episode-23-metas-ai-advertising-playbook-with/id1423753783?i=1000711081020

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