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Director of Product Marketing
In a time of economic uncertainty, advertisers are favoring channels that promise to deliver the best results. However, without the right measurement tools, performance metrics can be inaccurate, leading to a risk of misallocating ad spend and jeopardizing long-term success.
Incrementality is a crucial concept to understand, though it doesn’t have a universal definition. True incrementality is defined by a brand’s key performance indicators (KPIs) and the metrics that help them achieve their goals.
For your brand, incrementality measurement may evaluate:
Focusing on incrementality is vital because it allows you to quantify your contributions, ensure your investments are driving demand, and determine where to invest marketing dollars.
Traditional measurement models, which often rely exclusively on last-click attribution and have limited impression tracking, fail to capture the full impact of partnerships. To overcome these challenges, advertisers must use solutions that provide a holistic view of the path to purchase, such as multi-touch attribution (MTA) and media mix modeling (MMM).
To begin optimizing your partnerships to drive incrementality, you should:
Download our latest eBook, “Rethinking Incrementality in Affiliate Measurement,” to help be your guide to navigating this new reality. The guide offers actionable strategies for implementing an incrementality measurement plan, even if you have limited resources.
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