27. Incrementality illusion
from Marketing MasterClass - Psychology in Communication Hosted by Michal Szaniecki
In this episode we discuss the incrementality - the most exaggerated KPI marketers assume for their new launches or promotions. But there are couple of points we can take into account to make our incrementality assumptions much more realistic and the final effect much better - which will eventually reduce th erisk of our organizations investing in something with a negative ROI. Share your thoughts as always on [email protected]. See you in the next episode!
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