How Incrementality Helps Measure the True Impact of Marketing

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7

Shamanth Rao (CEO at RocketShip HQ - Mobile Growth Consultancy) discusses with Maor Sadra (CEO at Incrmntal - Incrementality Tool) and dives into how last touch attribution has always been fraught with inaccuracies and how measuring incrementality might just be the best way to understand what the true impact of your digital marketing is.

Type:
Podcast
Publication date:
August 17, 2020
Added to Growth Gems on:
August 22, 2020
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1

It's not really possible to offer multi-touch attribution in a mobile environment. Self-attributing platforms create too much overlap: FB, Google, Amazon have essentially the same reach and you're only getting aggregate impressions and clicks data from them but not user-level data.

08:46
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2

If you own the web domain, you do not need anyone to help with attribution since you have all the information. Unlike on mobile where you go through the App Store and rely on a 3rd party. Example: Facebook click to web goes directly to your domain and you can track users with your own parameters.

12:24
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3

Marketing is not deterministic: it's not causality that we know, it's correlation. So the fact that Apple eliminates user-level tracking and goes to an aggregate level is good.

13:44
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4

Doing incrementality testing once in a while does not really allow you to continuously optimize what you're doing. Maor knows a casual gaming company that once in a year cuts all advertising and reactivates vendor by vendor.

16:25
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5

Facebook and DSPs (especially for retargeting) offer incrementality testing. If you're a platform you can indeed create control/test groups but you still don't know what these users see outside the platform.

19:45
💎 #
6

Reaching causality is much difficult than correlation and the problem is that many marketers are trying to do it with the notion of real-time and determinism.

21:48
💎 #
7

Incrementality testing does not aim at replacing attribution but at removing a blind spot. Last touch point attribution (including with SKAdNetwork) is still your best proxy to know if you're completely wasting money or getting something for smaller changes.

23:56
This is premium content. Upgrade your plan in your profile to get access.
💎 #
1

It's not really possible to offer multi-touch attribution in a mobile environment. Self-attributing platforms create too much overlap: FB, Google, Amazon have essentially the same reach and you're only getting aggregate impressions and clicks data from them but not user-level data.

08:46
💎 #
2

If you own the web domain, you do not need anyone to help with attribution since you have all the information. Unlike on mobile where you go through the App Store and rely on a 3rd party. Example: Facebook click to web goes directly to your domain and you can track users with your own parameters.

12:24
💎 #
3

Marketing is not deterministic: it's not causality that we know, it's correlation. So the fact that Apple eliminates user-level tracking and goes to an aggregate level is good.

13:44
💎 #
4

Doing incrementality testing once in a while does not really allow you to continuously optimize what you're doing. Maor knows a casual gaming company that once in a year cuts all advertising and reactivates vendor by vendor.

16:25
💎 #
5

Facebook and DSPs (especially for retargeting) offer incrementality testing. If you're a platform you can indeed create control/test groups but you still don't know what these users see outside the platform.

19:45
💎 #
6

Reaching causality is much difficult than correlation and the problem is that many marketers are trying to do it with the notion of real-time and determinism.

21:48
💎 #
7

Incrementality testing does not aim at replacing attribution but at removing a blind spot. Last touch point attribution (including with SKAdNetwork) is still your best proxy to know if you're completely wasting money or getting something for smaller changes.

23:56
This content is available to Growth Gems premium members only.
Apply Now
💎 #
1

It's not really possible to offer multi-touch attribution in a mobile environment. Self-attributing platforms create too much overlap: FB, Google, Amazon have essentially the same reach and you're only getting aggregate impressions and clicks data from them but not user-level data.

08:46
💎 #
2

If you own the web domain, you do not need anyone to help with attribution since you have all the information. Unlike on mobile where you go through the App Store and rely on a 3rd party. Example: Facebook click to web goes directly to your domain and you can track users with your own parameters.

12:24
💎 #
3

Marketing is not deterministic: it's not causality that we know, it's correlation. So the fact that Apple eliminates user-level tracking and goes to an aggregate level is good.

13:44
💎 #
4

Doing incrementality testing once in a while does not really allow you to continuously optimize what you're doing. Maor knows a casual gaming company that once in a year cuts all advertising and reactivates vendor by vendor.

16:25
💎 #
5

Facebook and DSPs (especially for retargeting) offer incrementality testing. If you're a platform you can indeed create control/test groups but you still don't know what these users see outside the platform.

19:45
💎 #
6

Reaching causality is much difficult than correlation and the problem is that many marketers are trying to do it with the notion of real-time and determinism.

21:48
💎 #
7

Incrementality testing does not aim at replacing attribution but at removing a blind spot. Last touch point attribution (including with SKAdNetwork) is still your best proxy to know if you're completely wasting money or getting something for smaller changes.

23:56
This is premium content. Upgrade your plan in your profile to get access.
This content is available to Growth Gems premium members only.
Apply Now
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