#4 | 3 Reasons Every Marketer Should Be Using Incrementality Measurement
from AdTech AI Files Hosted by Steven Ohrnstein from Viant Technology
Most marketers measure "performance", but are you measuring true impact? Incrementality measurement is the key to knowing whether your marketing efforts actually drive results—or if you're just paying for outcomes that would've happened anyway. For example, if McDonald's stopped advertising tomorrow, people would still go to McDonald's because it's lunch time and they are hungry. So, it begs the question, did the consumer go to McDonald's because they were influenced by marketing, or because they are hungry. Only through incrementality measurement can a true answer be derived. Here's why every marketer should be using it: 🔹 Eliminate Wasted Spend Are your ads bringing in new customers, or just capturing those who were going to convert anyway? Incrementality testing helps you cut inefficiencies and reallocate budget to what really works. 🔹 Prove Marketing's True Value Attribution models can be misleading, but incrementality isolates cause and effect. This means you can confidently show leadership how much revenue your efforts actually generate. 🔹 Optimize with Confidence Instead of relying on vanity metrics, incrementality tells you where to invest more, where to pull back, and how to scale profitably. No more guesswork—just data-driven decisions. In a world of rising ad costs and complex customer journeys, incrementality isn't a nice-to-have—it's a must. #marketing #growth #incrementality #attribution #digitalmarketing
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