Topic: incrementality testing
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Google's $5,000 Secret: Measuring Incrementality with Bayesian Testing
Google has made reliable lift measurement more accessible by enabling incrementality tests with budgets as low as $5,000, using Bayesian statistics to provide actionable insights beyond traditional constraints. Unlike frequentist A/B testing that often yields inconclusive results with limited dat...
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Google Simplifies Incrementality Testing: Faster & Cheaper
Google has made its incrementality testing tools more accessible by lowering the minimum budget requirement from $100,000 to $5,000, enabling small and medium-sized businesses to conduct these experiments. The platform now provides up to 50% more conclusive results through advanced statistical mo...
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MMM: Why It Scares Marketers & Why You Need It
Marketing mix modeling (MMM) is a contentious tool in marketing, with enthusiasts seeing it as a solution to attribution issues and skeptics recalling flawed implementations due to conflicts of interest. MMM is regaining relevance due to privacy regulations and tracking restrictions, as it doesn'...
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AI's True Value: Outcomes Over Adoption
The true value of AI in marketing lies in its ability to deliver measurable business outcomes, such as improved conversion rates and return on ad spend, rather than just technological adoption. Effective measurement requires defining specific performance questions, establishing baselines, and imp...
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5 Essential Marketing Measurement Strategies for 2026
Marketing teams must move beyond fragmented reports to build a unified measurement framework that connects data, adds context, and integrates with business planning to drive confident decisions. Effective measurement requires incorporating real-world context—like competitor moves and consumer sen...
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Ditch Click Attribution for Smarter Executive Dashboards
Relying solely on click-based attribution creates strategic blind spots, as it fails to capture the full multi-channel customer journey and can lead to misallocated budgets and undervalued brand-building efforts. Over-dependence on clicks skews investment toward short-term, lower-funnel tactics, ...
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Avoid These Marketing Mix Modeling Mistakes That Hurt ROI
Marketing mix modeling (MMM) is essential for measuring campaign effectiveness across channels, especially with increasing privacy restrictions limiting user-level tracking. Common implementation errors include using inconsistent data, misinterpreting correlations as causation, and applying MMM f...
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How Impression-Based Ads Are Reshaping Search and CTV
Microsoft's launch of impression-based remarketing marks a shift from click-based models to more sophisticated frameworks that better reflect consumer ad engagement across channels. Marketers are adopting holistic methods like media mix modeling and lift tests to measure incrementality and accura...
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Unlock Growth: Why SEO & PPC Teams Need Shared Standards
SEO and PPC should be viewed as interconnected partners rather than adversaries, with mutualistic collaboration leading to sustainable growth and efficiency. Practical implementation includes shared accountability, data exchange, and technical standards, which reduce acquisition costs and enhance...
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6 Hidden Martech Tools to Streamline Your 2026 Workday
Specialized marketing tools are emerging to solve specific challenges, offering a competitive edge by streamlining workflows and improving data accuracy beyond mainstream platforms. Tools like iceDQ proactively ensure data quality, Addtowallet simplifies mobile loyalty without custom apps, and Sc...
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Google Marketing Live 2025: Key Announcements & Updates
In a huge move towards social influence, Google announced a new hub to work with creators directly in the Google Ads interface. In a huge move towards social influence, Google announced a new hub to work with creators directly in the Google Ads interface. Available to test within the Google Ads UI starting at $5,000 per test instead of the previous $100,000 threshold. Available to test within the Google Ads UI starting at $5,000 per test instead of the previous $100,000 threshold. Start with wha...
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