Скачать или смотреть What "Easy" Incrementality Tools Aren't Telling You ❌

Your incrementality measurement could be a million-dollar mistake waiting to happen.
With the explosion in demand for incrementality, many are turning to seemingly easy SaaS solutions. 🚫

But beware: 𝗼𝘃𝗲𝗿𝘀𝗶𝗺𝗽𝗹𝗶𝗳𝗶𝗲𝗱 𝘁𝗼𝗼𝗹𝘀 𝗽𝗿𝗼𝗺𝗶𝘀𝗶𝗻𝗴 𝗲𝗻𝘁𝗲𝗿𝗽𝗿𝗶𝘀𝗲 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗼𝗳𝘁𝗲𝗻 𝗵𝗶𝗱𝗲 𝗮 𝗰𝗼𝘀𝘁𝗹𝘆 𝗳𝗹𝗮𝘄. They can systematically overvalue click-heavy channels by up to 𝟲𝟬% by relying on simplistic click attribution.

This makes certain tactics appear far more effective than they are, while the true demand-driving awareness channels are neglected, leading to significant misallocated spend. ❌

True incrementality isn't found in a simple plug-and-play. It requires a robust, scientific approach: a continuous feedback loop involving causal media mix modeling (MMM) to understand true channel contribution, rigorous experimentation to test hypotheses, and constant model refinement. This is a nuanced process that can't be easily 'SaaSified' or automated without losing accuracy.

While the democratization of advanced measurement is a step forward, shortcuts create dangerous blind spots. It's crucial to ask: 𝗮𝗿𝗲 𝘆𝗼𝘂𝗿 𝗶𝗻𝗰𝗿𝗲𝗺𝗲𝗻𝘁𝗮𝗹𝗶𝘁𝘆 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗴𝗲𝗻𝘂𝗶𝗻𝗲𝗹𝘆 𝗯𝘂𝗶𝗹𝘁 𝗼𝗻 𝗿𝗶𝗴𝗼𝗿𝗼𝘂𝘀, 𝘃𝗮𝗹𝗶𝗱𝗮𝘁𝗲𝗱 𝗺𝗲𝘁𝗵𝗼𝗱𝗼𝗹𝗼𝗴𝗶𝗲𝘀, 𝗼𝗿 𝗮𝗿𝗲 𝘁𝗵𝗲𝘆 𝗷𝘂𝘀𝘁 𝗿𝗲𝗶𝗻𝗳𝗼𝗿𝗰𝗶𝗻𝗴 𝗼𝗹𝗱 𝗯𝗶𝗮𝘀𝗲𝘀 𝗶𝗻 𝗮 𝘀𝗵𝗶𝗻𝘆 𝗻𝗲𝘄 𝗽𝗮𝗰𝗸𝗮𝗴𝗲?

Don't let flawed tools dictate your marketing strategy and budget.