Confident decision-making is the superpower of today’s most savvy marketers.

In the hyper-competitive DTC ecommerce space, where the fastest-growing brands spend upwards of 30% of revenue on advertising, a brand’s success is heavily reliant on the performance of media campaigns. To continuously optimize for growth, marketers need reliable measurement and reporting to understand what’s working and make confident decisions about ongoing media strategy.

Increasing restrictions on data access and user-level tracking have made traditional marketing attribution methods no longer viable, forcing marketers to rethink how they target and measure advertising.

Read on to learn which outdated marketing attribution methods should be retired and how to use incrementality testing and experiments to make smart media decisions that drive growth.

Table of contents

Chapter One

Experiments are the future of advertising measurement

  • Distracted for a decade
  • Reasons to walk away from MTA
  • Brands that experiment will grow

Chapter Two

What is incrementality and how is it measured?

  • What is incrementality?
  • Why every brand should measure incrementality
  • How incrementality is measured

Chapter Three

Revealing incrementality and applying insights

4 step guide to growing with incrementality measurement
  • Step 1: Form the business question
  • Step 2: Choose the right experiment methodology
    • Audience split testing
    • Geo-matched market testing
    • Scale testing
  • Step 3: Design the experiments
  • Step 4: Make decisions based on trusted results

Chapter Four

Building your own incrementality measurement practice

Tools of the trade
  • Marketing data warehouse (MDW)
  • Independent experiment designs
  • Continuous reporting