Many marketers are trying to 'get beyond traditional media metrics,' she said.
User-based incrementality measurement, meanwhile - such as when you split a list of known customers to test half and half or attribute incrementality based on CRM additions - comes with its own biases, said Habu's head of customer success Avanti Gade.
#digital-advertising #marketing-departments #testing #innovation #data-clean-rooms #programmatic-solutions
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