Incrementality measurement: Can you still afford to rely on attribution?

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You're better off knowing

Meta

5 episodes

5 days ago

This podcast is hosted by Torsten Mueller-Klockmann, Marketing Science Manager at Meta. “You're better off knowing” mirrors Marketing Scientists’ objectives around the world: Permanent testing and learning, evaluating marketing impact to identify successful AND failing advertising strategies. Because you're better off knowing if you really know what you should do and shouldn’t do. In this podcast, we want to talk about new or existing measurement tools and solutions and share interesting insights on advertising strategies to build a community of marketing scientists and media planners.

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All content for You're better off knowing is the property of Meta and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

This podcast is hosted by Torsten Mueller-Klockmann, Marketing Science Manager at Meta. “You're better off knowing” mirrors Marketing Scientists’ objectives around the world: Permanent testing and learning, evaluating marketing impact to identify successful AND failing advertising strategies. Because you're better off knowing if you really know what you should do and shouldn’t do. In this podcast, we want to talk about new or existing measurement tools and solutions and share interesting insights on advertising strategies to build a community of marketing scientists and media planners.

Show more...

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Incrementality measurement: Can you still afford to rely on attribution?

You're better off knowing

42 minutes 14 seconds

4 months ago

Incrementality measurement: Can you still afford to rely on attribution?

The accuracy and benefits of attribution compared to incrementality measurement solutions is an evergreen in Marketing and Marketing Science. Incrementality should be the gold standard for measurement but there can be value in attribution as long as it is continuously validated and calibrated with incremental measurement results.

Thomas Violino (Product manager at Zalando and leading Zalando's measurement product development), Nico Neumann (Associate Professor at Melbourne Business School and founder of marketingscience.today) and Gufeng Zhou (Marketing Science Partner at Meta) share guidance and inspiration on utilizing and triangulating different solutions.