Not Just Pass-Fail: Why Incrementality Tests Are The Future Of Performance Measurement
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Dor Birnboim, VP of strategic partnerships at ironSource Aura. Whether it’s Uber trying to eliminate media waste or Deliveroo attempting to validate investment in a new channel, brands are rethinking the way they evaluate their campaigns. The market is attempting to evolve from a focus on conversion performance to the more objective measure of incremental growth. To do this, marketers need to correctly and systematically…
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