How to set-up and understand marketing incrementality

Your team is likely using some combination of tools to understand the performance and contribution of your marketing efforts.

Most who have moved beyond just Google and Facebook will run a multi-touch attribution system. While these systems help understand traffic from some of your online marketing (not all), they don’t capture any offline marketing you may be doing.

For this reason, many organizations choose to utilize either marketing incrementality/lift tests or a “market mix model/media mix model” analysis.

In the attachment, you will find a guide and framework on how to set up a marketing incrementality test and measure it.

Understanding retail marketing program effectiveness