The most effective way for marketers to do this is through “incrementality measurement.”
Today’s executives want to know the true impact of marketing spend, which means marketers must become adept at ascertaining how their campaigns drive tangible outcomes (sales lift, revenue lift, profit lift, etc.). In other words, marketers need to learn to “speak CFO.”
In this Zeta whitepaper, you’ll learn…
- What incrementality measurement is
- How it replaces other forms of measurement
- Why it’s so difficult to properly use incrementality
- Which mistakes you need to look out for when you use incrementality measurement
