The People of Digital Marketing
The Basics Of Incrementality & Measurement with Michael Kaminsky - Episode #139
Nov 8, 2023
Michael Kaminsky, an experienced econometrician specializing in causal inference and marketing measurement, discusses the different methods of measuring marketing's performance and the relationship between attribution and incrementality. They also explore the use of Marketing Mix Modeling alongside Multi-touch attribution, the challenges of measuring work for non-performance marketers, and the possibility of achieving 100% certainty in measurement.
37:33
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Quick takeaways
- Marketing measurement methods like attribution and experiments aim to assess incrementality, but none of them capture it perfectly.
- Multi-touch attribution and marketing mix modeling have limitations and require careful consideration for accurate measurement and forecasting.
Deep dives
Marketing dollars should be held accountable
The speaker emphasizes the importance of holding marketing dollars accountable to specific goals. Attribution, experiments, and historical trend analysis are commonly used methods to measure marketing effectiveness. However, none of these methods perfectly capture incrementality, which is the true measure of how much additional business is generated by each marketing activity.
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