Incrementality Measurement
Unlocking Advertising Campaign Effectiveness: Different Methods to Measure Incrementality
Incrementality is a crucial metric for measuring the effectiveness of advertising campaigns. It involves comparing the difference in desired outcomes between two audience groups: one that has been exposed to a marketing treatment and another thas hasn't. There are many philosophies on how to measure incrementality. However, regardless of which tactic you use, this measurement has become increasingly challenging in recent times due to data protection regulations and the limitations of online click-paths. This article explores popular methods for measuring incrementality, along with their respective pros and cons.