Incrementality experiments are a vital component of any robust measurement strategy. These tests help isolate the true effect of advertising by comparing performance across markets, DMAs, audiences, and stores with varying levels of media exposure. By accounting for natural upgrade patterns and external influences, incrementality experiments provide a real-world perspective on incremental lift, making them especially effective in measuring marketing. It’s crucial to ensure th

As marketers face increasing pressure to justify spend and prove impact, many turn to multi-touch attribution (MTA) in search of clarity. At its best, data-driven MTA promises a more nuanced understanding of how customers move across channels and touchpoints on their way to conversion. At its worst, it creates a false sense of precision, especially in a world where identity signals are disappearing and customer journeys are fragmented across devices, platforms, and offline en