The article critiques traditional marketing attribution methods, arguing they often mislead marketers about campaign effectiveness. By highlighting incrementality, experts like Avinash Kaushik suggest that marketers can gain a clearer picture of their efforts and achieve better ROI. Current practices may yield inflated success metrics without reflecting actual growth, especially when ads are placed on already dominant search results. The author advocates for a shift towards incrementality testing to improve evaluation and reporting in marketing campaigns.
Attribution is the typical way martech measures performance. It's the adult marketers' equivalent of the childhood 'you touched it last' argument.
Adding tests for incrementality wouldn't just unlock dramatic ROI gains for users of these tools - it would also spare us marketers the cringe-inducing task of shading campaigns.
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