My guest on this podcast is Maor Sadra, the CEO and co-founder of INCMRNTAL, an advertising measurement company. Full disclosure: I was one of the first investors in INCRMNTAL.
The impetus for this conversation was a blog post that Maor recently published: I Measured Incrementality. Now What?. In this episode, among other things, we discuss:
- Why discrete, one-off experiments are not the optimal way to measure incrementality
- The principal challenge in measuring incrementality
- How the "AI-ification" of marketing changes advertising measurement
- The options that marketers have for attribution and optimization once every scaled channel offers AI-enabled total automation
- How marketing teams should utilize the conversion / ROAS data that is reported by platforms
Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:
- INCRMNTAL. True attribution measures incrementality, always on.
- Clarisights. Marketing analytics that makes it easy to get answers, iterate fast, and show the impact of your work. Go to clarisights.com/demo to try it out for free.
Interested in sponsoring the Mobile Dev Memo podcast? Contact Marketecture.
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