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Always Be Testing
#40 Is MTA DOA? Andrew Covato, Ad Measurement Veteran, Founder of Growth by Science, and formerly at Google, eBay, Facebook, Snapchat, and Netflix
May 14, 2024
Ad Measurement Veteran, Andrew Covato, explores the pitfalls of multi-touch attribution in advertising and the importance of true incrementality testing for accurate campaign performance measurement. He also discusses the significance of first-party data in marketing and shares his personal journey from dual citizenship to a newfound passion for golf and unique productivity hacks.
47:01
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Quick takeaways
- MTA should not be the primary measurement tool due to limitations in capturing true incremental value.
- Understanding incrementality testing is crucial for optimizing media investments and avoiding wastage of ad spend.
Deep dives
Challenges in Multi-Touch Attribution (MTA)
Multi-touch attribution (MTA) faces divided opinions in the industry. While some support MTA technologies for measurement, others express skepticism about its ability to measure true incrementality. The approach advocated by Growth by Science suggests that MTA should not be the primary measurement tool due to its limitations in measuring true incremental value. Instead, incorporating MTA within a broader range of measurement solutions is recommended, with a focus on incrementality-based approaches to ensure accurate calibration and effective evaluation of media investments.
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