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Press    What are the Pros and Cons of Incrementality Testing Versus MMM or MTA?

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What are the Pros and Cons of Incrementality Testing Versus MMM or MTA?

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Incrementality Testing, like MMM (Marketing Mix Modeling or Media Mix Modeling), benefits from controlling for the broad set of media and non-media factors that impact the consumer decision making process. Like MTA (Multi Touch Attribution), Incrementality Testing can measure the effects of media at a very granular (campaign/audience/ad set) level but without relying on the challenges associated with user level path building and data collection/reconciliation issues.

Furthermore a properly developed design of experiments that encompasses a broad range of marketing channels can inform tactical marketing optimization where MMM forecasting stops without the limitations and drawbacks of MTA.

MMM is a top down (aggregate marketing data) and very artistic statistical exercise where one or more models (e.g. econometric, multi-linear regression) are leveraged to extract key information and insights by deriving information from multiple sources of marketing, economic, weather and financial data. MMM is also a high-touch consultative approach that is very manual with little to no automated data inputs, whereas MTA and Incrementality, when deployed properly, is a very automated approach leveraging preconfigured connectors that extract the required marketing data on regular cadence. (It’s important to note that MTA can take 6 months or more to deploy, whereas Incrementality can be up and running with reporting in 4-6 weeks.) See this article for more on why always-on automated experimentation is the future of marketing measurement.

As a result, in most cases MMM insights are delivered on a quarterly basis, whereas Incrementality and MTA results are reported daily. MMM lends itself to big strategic media portfolio considerations and long-term planning cycles while incrementality and MTA outputs can be used to make very tactical near-term shifts in budget allocation.

Incrementality Testing vs MMM vs MTA

Incrementality MMM MTA
Full Media Portfolio Planning Yes Yes No
Tactical Media Optimization Yes No Yes
Digital Ad Optimization Yes No Yes
Reporting Refresh Frequency Daily Quarterly Daily
Measures Clicks & Impressions Yes Yes No
Offline Marketing Measurement Yes Yes No
Scenario Planning/Forecasting Yes Yes Yes
Design of Experiments Methodology Yes No No

Measured provides cross-channel reporting and incrementality testing capabilities. Learn more here.

 

MMM lends itself to big strategic media portfolio considerations and long-term planning cycles while incrementality and MTA outputs can be used to make tactical near-term shifts in budget allocation.

What are the Pros and Cons of Incrementality Testing Versus MMM or MTA?

This was originally published on

Incrementality Testing, like MMM (Marketing Mix Modeling or Media Mix Modeling), benefits from controlling for the broad set of media and non-media factors that impact the consumer decision making process. Like MTA (Multi Touch Attribution), Incrementality Testing can measure the effects of media at a very granular (campaign/audience/ad set) level but without relying on the challenges associated with user level path building and data collection/reconciliation issues.

Furthermore a properly developed design of experiments that encompasses a broad range of marketing channels can inform tactical marketing optimization where MMM forecasting stops without the limitations and drawbacks of MTA.

MMM is a top down (aggregate marketing data) and very artistic statistical exercise where one or more models (e.g. econometric, multi-linear regression) are leveraged to extract key information and insights by deriving information from multiple sources of marketing, economic, weather and financial data. MMM is also a high-touch consultative approach that is very manual with little to no automated data inputs, whereas MTA and Incrementality, when deployed properly, is a very automated approach leveraging preconfigured connectors that extract the required marketing data on regular cadence. (It’s important to note that MTA can take 6 months or more to deploy, whereas Incrementality can be up and running with reporting in 4-6 weeks.) See this article for more on why always-on automated experimentation is the future of marketing measurement.

As a result, in most cases MMM insights are delivered on a quarterly basis, whereas Incrementality and MTA results are reported daily. MMM lends itself to big strategic media portfolio considerations and long-term planning cycles while incrementality and MTA outputs can be used to make very tactical near-term shifts in budget allocation.

Incrementality Testing vs MMM vs MTA

Incrementality MMM MTA
Full Media Portfolio Planning Yes Yes No
Tactical Media Optimization Yes No Yes
Digital Ad Optimization Yes No Yes
Reporting Refresh Frequency Daily Quarterly Daily
Measures Clicks & Impressions Yes Yes No
Offline Marketing Measurement Yes Yes No
Scenario Planning/Forecasting Yes Yes Yes
Design of Experiments Methodology Yes No No

Measured provides cross-channel reporting and incrementality testing capabilities. Learn more here.

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MMM lends itself to big strategic media portfolio considerations and long-term planning cycles while incrementality and MTA outputs can be used to make tactical near-term shifts in budget allocation.

Press    What’s the Difference between Attribution vs Incrementality?

Original Publisher

What’s the Difference between Attribution vs Incrementality?

This was originally published on

As marketers, we use the word attribution in many ways. Attribution quite simply is applying appropriate, or earned credit to the marketing touch-point that led to a conversion. Typically, attribution is attempted through one or more methods such as first-touch, last-touch, and multi-touch attribution (MTA).

Incrementality measurement solves for the attribution problem, however the methodology goes about the task in a very different way from MTA. To measure incrementality, audiences are randomly segmented into test and control cohorts. The difference in conversion rates between the two cohorts effectively gives us incrementality and an accurate read on the marginal incremental contribution of that media channel.

Incrementality in marketing is especially needed for channels where ad impressions are difficult to map and measure such as walled garden social channels including Facebook, Snap and Pinterest, or even TV and direct mail. For most channels or platforms, MTA cannot measure views or impressions, so you’re essentially just measuring clicks. Incrementality measurement accounts for the impressions and clicks within each of the platforms under test and therefore gives marketers a more accurate view of the true contribution of their media across their entire portfolio.

Want to learn more about incrementality measurement? Read the Incrementality Measurement Guide for DTC Marketers.

 

Incrementality measurement solves for the attribution problem statement, however the methodology goes about the task in a very different way than MTA.

What’s the Difference between Attribution vs Incrementality?

This was originally published on

As marketers, we use the word attribution in many ways. Attribution quite simply is applying appropriate, or earned credit to the marketing touch-point that led to a conversion. Typically, attribution is attempted through one or more methods such as first-touch, last-touch, and multi-touch attribution (MTA).

Incrementality measurement solves for the attribution problem, however the methodology goes about the task in a very different way from MTA. To measure incrementality, audiences are randomly segmented into test and control cohorts. The difference in conversion rates between the two cohorts effectively gives us incrementality and an accurate read on the marginal incremental contribution of that media channel.

Incrementality in marketing is especially needed for channels where ad impressions are difficult to map and measure such as walled garden social channels including Facebook, Snap and Pinterest, or even TV and direct mail. For most channels or platforms, MTA cannot measure views or impressions, so you’re essentially just measuring clicks. Incrementality measurement accounts for the impressions and clicks within each of the platforms under test and therefore gives marketers a more accurate view of the true contribution of their media across their entire portfolio.

Want to learn more about incrementality measurement? Read the Incrementality Measurement Guide for DTC Marketers.

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Original Publisher

 

Incrementality measurement solves for the attribution problem statement, however the methodology goes about the task in a very different way than MTA.