Tag: incrementality
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Attribution vs Incrementality vs MMM: When Each One Lies to You
Every marketer eventually has the same conversation with their CFO. The dashboard says a channel is delivering 5x ROAS. The CFO asks, reasonably, why company revenue hasn’t grown 5x alongside the ad spend. There’s no good answer, because the dashboard was never measuring what either of you assumed it was measuring. This isn’t a data…
