Attribution and Incrementality Testing

Why both are essential to measurement systems in marketing

Through both supporting clients and our own experiences in house we understand how challenging marketing measurement can be. We’re all keen to understand the effectiveness of our marketing channels and ultimately know the optimal way to invest across the marketing mix. “Are we spending the right amount of money in the right places? Is there wastage we could cut out? Would we grow faster if we invested more in this particular channel or objective?”.