AdExchanger
Measurement Real Talk, With INCRMNTAL’s Maor Sadra
Feb 11, 2025
In this discussion, Maor Sadra, CEO and co-founder of INCRMNTAL, shares his insights on the pitfalls of marketing mix modeling in overcoming signal loss. He emphasizes the challenges of measuring incrementality in a cookie-less world and critiques outdated attribution methods. The conversation also explores the impact of AI on data privacy and personalization in advertising. Additionally, Sadra reflects on the profound effects of current global conflicts on both personal and business spheres, highlighting the resilience required in today’s marketing landscape.
55:22
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Quick takeaways
- Shift from outdated attribution models to incremental measurement is essential for understanding true marketing effectiveness and driving conversions.
- Podcast advertising is poised for significant growth due to its ability to engage targeted demographics more effectively than traditional media channels.
Deep dives
The Importance of Accurate Measurement
Accurate measurement in digital marketing is critical as traditional methods often fall short due to confounding variables. The discussion emphasizes how many advertisers rely on outdated attribution models, particularly last-click attribution, which misrepresents the customer journey and impairs effective marketing strategies. Incremental focuses on measuring actual incremental value instead of merely tracking user interactions, advocating for a paradigm shift in how marketing success is evaluated. This approach aims to provide transparency and accountability, helping marketers understand what truly drives conversions and value.
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