Incrementality isn't something you hear about as often as some other marketing metrics. That is because there's still plenty of confusion about how it works - or even what it is. Incrementality is a specific version of AB split testing. Split testing that focuses on the increase of key purchase indicators and measures the conversion rate.
The sustainability of any business can be attributed to its ability to market itself well. In other words, your sales […]
Marketing Attribution: Wrangling the Data Beast
Marketing is a vast and often confusing field drowning in data. Marketing attribution data strategy provides a way to wrangle the beast.
Achilles Heal
Organizations are struggling with marketing attribution accuracy, often unknowingly, and it's costing them a fortune.