The Importance of Incrementality, and How to Measure It

Measurement dictates how brands activate media. Simply put, advertisers do more of the marketing that works according to the KPI’s that are set.

Digital and performance media has been sold on the promise that digital was a highly measurable media but that is not always the case. In the era of digital and performance marketing, global marketing effectiveness at an aggregate level has been declining since 2008.

In this workshop we will challenge much of the performance industry measurement best practice, giving you an honest and plain English take on what all these new metrics mean to you and your business.