The MarTech Matrix

Incrementality Measurement = True Impact

Apr 14, 2024

The podcast discusses how Measured helps brands understand marketing effectiveness in a digital world. Topics include incrementality testing, data-driven decision-making, tailored messaging, and structured testing approaches. Case studies with William Carter Company and insights on media channels impact and campaign adjustments are explored. The importance of experimentation, rapid setup, and continuous improvement in marketing strategies is emphasized.

49:08

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Quick takeaways

Incrementality testing helps determine the real impact of marketing channels, guiding strategic changes for customer acquisition.

Tailoring creative messaging to different audiences and stages of the customer journey is crucial for effective marketing.

Deep dives

Impact of Incremental Measurement on Media Channels

Understanding the impact of incrementality measurement on media channels such as Meta and Google provided insightful results for brands like Carter's. By running holdout tests, they discovered that the real impact differed from the credit given by platforms like Adobe Analytics. Measured's detailed approach uncovered the effectiveness of each channel and guided strategic changes towards customer acquisition.

Intro

5min

Evolution of Media Buying and Measuring Campaign Success

31min

Analyzing the Impact of Media Channels on Brand Performance

5min

Insights from Tests and Campaign Strategy Adjustments

3min

Process of Onboarding and Running Marketing Tests

3min

Insights on challenges in MTA implementation and testing hypotheses

2min

Measured helps consumer brands in retail, fashion, home goods, and technology understand the effectiveness of their marketing efforts.
The rise of digital channels and fragmented consumer behavior has made it challenging to determine which marketing efforts are driving sales.
Measured uses incrementality testing to determine the causal impact of different channels and campaigns.
Continuous experimentation and a culture of data-driven decision-making are key to unlocking the competitive advantage of data. Measured automates data science and experimentation for brands to optimize their marketing strategies.
Experiments typically run for four weeks, but can be extended to eight weeks for specific questions.
Creative messaging is crucial and should be tailored to different audiences at different stages of the customer journey.
Measured helps brands develop a more structured and effective testing approach to yield better results.

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The MarTech Matrix

Incrementality Measurement = True Impact

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Impact of Incremental Measurement on Media Channels

Omni-channel Impact of Media Strategies

Strategic Audience Targeting on Facebook

Time-to-Value with Measured's Approach

Remember Everything You Learn from Podcasts