Скачать или смотреть Your incrementality tests are making your brand marketing look worthless - and here's why. ☝️

We often see marketers relying on short-term incrementality tests, like 4-week geo-tests, to gauge the immediate impact of their brand campaigns. While these tests provide quick insights, they fundamentally miss the bigger picture. ❌

Imagine trying to judge a marathon runner based on their performance in the first 100 meters - it’s a flawed approach.

The reality is, customers don't always buy immediately after seeing an ad. Especially for high-consideration purchases, the sales cycle can stretch for many months.

When your brand test concludes after a mere few weeks, it captures no immediate sales and reports "zero lift," misleading you into believing your brand efforts aren't generating value.

The problem isn't your brand strategy; it's the narrow measurement window.

Brand building is a marathon, not a sprint.

Its true value compounds over years, long after any single test has concluded. That's why relying solely on short-term experiments will never give you the full story or accurate marketing ROI. 🚫

To truly understand your brand's impact and its long-term benefits, you need a unified view. 🙌

This means strategically combining short-term incrementality experiments with robust, long-term models like marketing mix modeling (MMM). This holistic approach allows you to see the compounding value and complete picture of your brand investments. 🚀

See how Lifesight's Unified Marketing Measurement platform can help: https://shorturl.at/m1t4A

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