Incrementality measurement enables marketers to understand the true impact their marketing strategies have on a customer’s decision to purchase. And yet, with the breadth and depth of data now available in digital marketing, it can be tempting to invest heavily in niche audiences that might have a strong natural propensity to purchase for a brand
Paul Frampton, President at CvE, shares his views on evaluating and planning a digital media strategy.
Read the full article in Performance Marketing World.
