Sometimes two things go together perfectly, like cookies & cream, Batman & Robin, or doing a happy dance when that meeting you've been dreading gets cancelled at the last minute.

Here's another one to add to the list - incrementality testing and marketing mix modeling. Ok, it sounded way less boring in my head :)

Either way, the conversation I had with John Wallace, Co-founder and CEO at LiftLab, was anything but boring. He gave the recipe they use for testing that is beyond where most companies and platforms are at in terms of testing the effectiveness of their media channels.

Learn about the best practices and pitfalls of running incrementality tests, and how to think about incorporating them into your MMM.

▶️ Watch on YouTube

Links from the show:

• John Wallace on LinkedIn
• LiftLab
• Marketing Response Models (book)