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Advanced performance marketing topics
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Module 4
Incrementality and True Marketing Impact
1
Understanding Incrementality: Measuring Marketing's True Impact
Explain the core concept of incrementality and why it is critical for measuring marketing's true value.
2
Evaluating Incrementality Test Designs
Critique the design of common incrementality tests (geo-lift, conversion lift, holdouts).
3
Measuring Causal Impact with Incrementality Tests
Interpret the results of an incrementality test to determine a channel's causal impact.
4
iROAS vs. Platform ROAS: Understanding the Strategic Difference
Compare incremental ROAS (iROAS) to platform-reported ROAS and explain the strategic implications of the difference.
5
Optimizing Budget Allocation with Incrementality Insights
Apply incrementality insights to make strategic budget allocation decisions between channels.
6
Interrogating Incrementality: Key Questions for Analytics Teams
Formulate key questions to ask an analytics team when presented with incrementality study results.
7
Communicating Incrementality to Executives
Develop a communication strategy for explaining incrementality findings to executives.
8
Optimizing Budgets: Beyond Reported ROAS
Justify budget shifts away from channels with low incrementality, even if they have high reported ROAS.
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Designing and Interpreting Experiments
Next module
Marketing Mix Modeling (MMM) for Strategic Planning