How Do You Measure Incrementality?

I think we sometimes learn more from our mistakes than our success. I don't have it necessarily specific product, but being kind of new to marketing and learning I had over the past couple months was the importance of differentiating between attribution and incrementality measurement. We really want to make sure what we're doing is incremental if the attribution we kind of use as a starting point and then to make tweaks in our campaigns as we get up- running. And once it looks good from attributes projected that's more like okay here's the real test let's see if it's incremental.