This article will explain how incrementality measurements and insights can help your operational day-to-day decisions
Adjusting your marketing strategy based on last touch attribution is like paying only the person scoring the goals in your soccer team - Your strategy can’t, nor should, be based on one click or one impression...
The marketer tasks are many, and those require a measurement approach that can provide value.
Incrementality allows you to see how much every channel in your marketing strategy contributed to your marketing performance, which channel cannibalizes over your conversions, and which one impacts others.
Incrementality can answer questions last attribution can’t, based on measuring additional value and not clicks - Including cross platform measurements, seasonality tests, external influencers and channel overlaps - Which channels impact which.
The biggest benefit of Last-touch attribution is that the attribution happens in real time or close to it. But the caveat is that the attribution disregards the overlap between channels, external factors, seasonality, and can be gamed by fraudulent publishers.
Identifying the marketing tasks that should consider seasonality, and those that do not require to be done in near real time, allows us to create a map of what are the use-cases where incrementality measurements are the best approach for decision making:
Separating decisions in a marketer’s life to daily, strategic, and sporadic decisions, we can see incrementality fitting into each of those, making your decisions value-based rather than click-based.
While the vast majority of those decisions can be made based on incrementality measurements, last-touch attribution can still act as a good enough proxy for decision making for some tasks. You can also reach out to us for further explanation and guidance of how to implement such use cases.
Among the use cases incrementality can help you with:
- Understand the incremental value of your channels
- Understand the incremental value of your campaigns
- Test a new channel
- What’s the impact of seasonality over my performance
- Identify cannibalization on your paid or organic conversions
- Explain the unexplained performance changes
- Influencer Measurement
- TV measurement
- OOH measurement
- How to wisely allocate your budget based on incrementality
- What’s the effect of app featuring on my performance?
- Bid optimization
For any question please contact support@incrmntal.com , or open a support Ticket here