Measuring Marketing: The Essence of Incrementality
In this second installment of the Measuring Marketing series, we explore the concept of Incrementality and its use in measuring how decisions impact performance, offering insights to reduce risks and maximize the growth of future decisions.
Measuring Marketing: Top-Down or Bottom-Up? A Framework for Your Measurement
In this first installment of the Measuring Marketing series, we evaluate choosing the right measurement approach: top-down, bottom-up, and the PAD framework explained.
