Think hyper-targeted audience segmentation is the key to better campaign performance? Think again. In this episode, our host sits down with data experts Eric and Madeline to dismantle some of marketing's most persistent myths about audience targeting. They discuss why those detailed marketing personas fall flat in actual media buying, how small sample sizes lead to bad strategic decisions, and why your "best performing" audience segments might actually be the least incremental. You'll learn...
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Think hyper-targeted audience segmentation is the key to better campaign performance? Think again. In this episode, our host sits down with data experts Eric and Madeline to dismantle some of marketing's most persistent myths about audience targeting. They discuss why those detailed marketing personas fall flat in actual media buying, how small sample sizes lead to bad strategic decisions, and why your "best performing" audience segments might actually be the least incremental. You'll learn...
Is incrementality is the only marketing metric that matters?
The Hypothesis
44 minutes
1 year ago
Is incrementality is the only marketing metric that matters?
Episode 3: Incrementality is the only marketing metric that matters In this episode, we delve into the challenges and considerations of incrementality as a primary measurement for marketing success. This chat includes discussions on seasonality, how long these tests take to conduct, and the level of sophistication required for different advertising programs. We also talk about how to start adding incrementality tests into your reporting and where other forms of measurement go wrong. For show ...
The Hypothesis
Think hyper-targeted audience segmentation is the key to better campaign performance? Think again. In this episode, our host sits down with data experts Eric and Madeline to dismantle some of marketing's most persistent myths about audience targeting. They discuss why those detailed marketing personas fall flat in actual media buying, how small sample sizes lead to bad strategic decisions, and why your "best performing" audience segments might actually be the least incremental. You'll learn...
