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Measuring marketing incrementality: Best of the MarTechBot

Martech

Answer: The best measurement technique to determine marketing incrementality often depends on your specific goals, resources, and the nature of your marketing activities. A/B testing (split testing): This is one of the most straightforward and effective methods for measuring incrementality.

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What your attribution model isn’t telling you

Martech

However, MMM becomes less effective when launching a new channel or product, where little to no historical data exists, Thats where incrementality testing proves its value. Statistically, it remains one of the most robust measurement methods available.

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Salesforce’s AI CEO explains why this new AI wave is different

Martech

Matching ads to the right consumers isn’t directly dependent on generative AI in many of these use cases, but scaling up creative and testing ads is. Clara Shih, CEO of Salesforce AI, explained how new LLMs can potentially improve on testing, which ensures that optimal ads find the right consumers. “In

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Server-side measurement: What is it really good for?

Martech

For example, Meta won’t let you do any conversion lift testing (their way of A/B testing to understand a campaign’s incremental impact on business outcomes) unless you have implemented CAPI , which is their name for server-side Meta “pixel” implementation.

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The Highest-Rated Marketing Software to Help Your Business Succeed in 2022

Capterra Sales & Marketing Software

To show you how reviewers feel about HubSpot Marketing Hub, here are some of the most positive excerpts from Capterra reviews: Pros. “It It allows me to have a better grasp on an account and how to best serve it” — Small business, marketing and advertising, marketing manager “Lots of cool features that are quite easy to use.

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Mastering the art and science of creative analytics

Martech

Likewise, a video creative test has been deemed ineffective due to low completion rates. However, the real reason was that it was targeted to the wrong audience, and the A/B test was not correctly configured within the buying platform.

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This day in search marketing history: March 11

Search Engine Land

The commission found that the “transaction would be unlikely to have harmful effects on consumers, either in ad serving or in intermediation in online advertising markets.” Google officially acquires DoubleClick In 2008, the European Commission approved Google’s acquisition of DoubleClick, valued at $3.1