Incrementality measurement helps marketers understand the effectiveness of paid campaigns by comparing differences in outcomes between an audience that saw the ad and a comparable audience that didn’t. This metric shows the real value driven by paid marketing, which ultimately helps the paid marketer decide on where to invest ad dollars — and justify a budget increase if they need more money to spend. The CEO of a company is naturally interested how much revenue the company produces in a given time. The CMO of a company should be equally interested in the following question: How much money did the company make thanks to paid marketing? You can answer this question with incrementality measurement.
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