The best measurement technique to determine marketing incrementality often depends on your specific goals, resources, and the nature of your marketing activities.
A/B testing is one of the most straightforward and effective methods for measuring incrementality. By dividing your audience into two groups - one receiving the marketing intervention and one not - you can directly compare results.
Geo-testing involves running marketing campaigns in specific geographic areas while maintaining similar control groups, allowing for an assessment of the incremental impact of marketing activities.
Time series analysis allows marketers to analyze sales data over time, identifying sales changes that may be attributed to marketing efforts while considering external influencing factors.
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