incrementality

FORECASTING 2023: Managing Risk — How Businesses Can Get Better Visibility into the Near and Long-Term Future

• Posted: July 26, 2023

Managing business risk involves having a rational, data-driven view of the future while simultaneously being as prepared as possible for external shocks — from a global pandemic and the ensuing supply-chain disruptions, to inflation, data signal losses, war, and great power competition. At our annual Forecasting event, held virtually on July 18, leading experts shared how businesses can adapt forecasting techniques to manage risk.

• Past Event Highlights
• Article

How Businesses Can Get Better Visibility into the Near and Long-Term Future

• FORECASTING 2023

Managing business risk involves having a rational, data-driven view of the future while simultaneously being as prepared as possible for external shocks — from a global pandemic and the ensuing supply-chain disruptions, to inflation, data signal losses, war, and great power competition. At our annual Forecasting event, held virtually on July 18, leading experts shared how businesses can adapt forecasting techniques to manage risk.

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Prior Attentive Ad Exposures Increase Ad Attention

• Posted: July 6, 2023

Tristan Webster and Kenneth Wilbur showcased their most recent collaborative work examining attention and frequency in advertising: the impact of multiple exposures on people’s attention to TV ads. They applied CTV data which TVision has collected natively in the field to provide insight into the long-examined question, “Is there an optimal frequency for TV ads?”, but more granularly: “What is happening in the media environment while viewers see ads, and how does that affect their attention?”

MODERATED TRACK DISCUSSIONS: Cross-Platform: Measurement & Identity

• Posted: July 6, 2023

Moderator Jorge (TikTok) asked the panelists three key questions:

• The pros and cons of using mobile phones as meters in a time of such strong privacy concerns;
• The panelists’ views on measurement of advertising effectiveness; and
• The most unexpected feedback they received.

Enabling Alternative TV Measurement for Buyers and Sellers

• Posted: June 20, 2023

Pete Doe (Xandr) and Caroline Horner (605) provided a case study of their partnership that derived results from alternative currency measurement with buy and sell side perspectives. Xandr’s nimble workflow method enabled 605’s shift from advanced targeting to a very specific, custom-built, “persuadable” target audience with a range between 2 to 10x increase in outcomes.

 

Day 4 Panel Discussion & Closing Remarks

• Posted: June 5, 2023

Maggie Zhang of NBC Universal invited all the presenters back to a wrap-up session called “Attribution Pivot,” where she asked what challenges marketers are facing and how they are meeting them. Each provided insight into important attribution challenges that they as a marketer or their client is facing. Limitations include lacking the ability to do A/B testing, privacy issues and the looming issue of cookie depreciation. It is also difficult to determine long-term lift, such as lifetime value.

Tackling the Challenges of Local OTT Attribution

• Posted: June 5, 2023

Stu Schwartzapfel of iSpot.tv and Traci Will of Gamut talked about dealing with the challenges of local OTT attribution. While national brands have been a fixture on streaming platforms for a while now, smaller and local brands are just beginning to dip their toes into this space. Industry challenges include a lack of standardization of measurement, a national versus a local focus and careless measurement which can have confusing results.

Measuring Campaign Incrementality Using Both First Party And Third-Party Identifiers

• Posted: June 5, 2023

Hong Zou of Adobe talked about how they measure campaign incrementality and ROI using both first-party and third-party identifiers. Their method was born in 2020, out of the need to refocus from lower funnel marketing campaign performance to upper funnel performance. Adobe matches one group of people exposed to the campaign with a look-alike group who were not exposed. Since all other attributes are the same, any differences can be attributed to the campaign itself.

Geo-Experiments: New Methodologies to Assess Incremental Impact of Performance Strategies

• Posted: June 5, 2023

Victoria Schiappacasse from Mercado Libre, a Latin American ecommerce technology company, described the reasoning behind and steps involved in implementing Meta’s open-source GeoLift, an incrementality application, in-house. As introduced by Meta’s Nicolas Cruces, the advantages of the free software bring value by “democratizing measurement.” Flexibility, user-friendliness and a robust support community are some of the other main advantages cited by Victoria and exemplified in two use cases.

How to Cut Waste and Fuel Growth with Incrementality-Based Attribution

• Posted: June 5, 2023

With Trevor Testwuide (Measured) providing context and Ian Yung (Tonal) guiding the case studies from Pinterest and Google, the two presenters tested whether ads/channels were working and how far marketers can scale them. Trevor compared last-touch attribution to incremental ROAS, showing the significant discrepancies between platform-reported and media-driven incremental conversions. The incrementality experiment methodologies used in the case studies were cohort based first-party audience split testing and geo-matched market incrementality testing, which Trevor noted were must-haves in determining where to cut waste and where to scale. Results from the case studies measuring holdout cohorts showed overinvestment in Pinterest based on organic conversions, and a 13% increase in ROAS on Google Shopping from under-reporting of incrementality.