How I Grew This VP of Growth at Acorns: Anthony Scarpaci - Testing, Measurement, and Incrementality: The Pillars of Marketing Growth
Nov 3, 2022
Anthony Scarpaci, VP of Growth at Acorns, brings over a decade of expertise in growth and performance marketing. He discusses critical differences between attribution and incrementality in marketing measurement. Anthony emphasizes the importance of testing and continuous analysis for sustainable growth. He shares insights into the Acorns app designed for everyday investment, balancing analytical rigor with agility in decision-making. Anthony also lightens the mood with a hilarious office prank story that unexpectedly caught viral attention, showcasing the joy of fleeting fame.
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Mastering Marketing Measurement
- Understand the nuances of each marketing channel, including diminishing returns and saturation.
- Apply consistent frameworks for measuring incrementality across different channels like TV and digital.
Diminishing Returns in MarTech
- Diminishing returns exist in marketing technology investments, just like in marketing channels.
- Incremental precision in attribution models may not justify the increased cost and effort.
Incrementality vs. Attribution
- Attribution is associating an impression with a conversion, while incrementality measures if the impression caused the conversion.
- Retargeting campaigns often overstate their impact because users might return and purchase regardless.