Why move from Last Touch to Incremental Metrics?
Last Touch (LT) metrics are inherently flawed. Assigning 100% conversion credit to each of the media platforms without de-duplication leads to dangerously misleading metrics. If Google, Facebook, Pinterest and Catalog are each in the converting path, do they each deserve 100% credit? Clearly the answer is NO!
Marketers are wising up and moving their metrics from Last Touch (LT) terms to Incremental (i) terms. Incrementality testing informs media's true contribution and produces trusted incremental metrics.
This is done through test and control experimentation, proven to be the most accurate and reliable method to measure the contribution of each marketing channel. To assess incrementality, audiences are separated into a test groups (exposed to the ads) and a control groups (suppressed from seeing the ads). The difference in conversion rates between a mirrored test and control audience informs incrementality for the media under test.
Incrementality Applied to Your Cross-Channel Media Investment Decisions.
One of the greatest challenges in marketing is attributing proper credit to all online and offline media. Relying on Last Touch metrics is not only misleading - it leads to wasted budget that could be funneled into more profitable tactics.
Incrementality measurement solves for the duplication issues of Last Touch and the blind spots of Multi-Touch Attribution. It delivers superior visibility into your media’s true contribution to guide smarter investment decisions.
Viewing your business metrics in incremental terms allows you to confidently strategize and execute on tactical media budget investment changes across the portfolio.
Measured provides incrementality measurement with ease and speed, and is already plugged into 100+ media platforms which means you are up and running in weeks, not months.
Apply Incrementality to My Metrics
See how incrementality can guide your investment decisions
First, a few simple inputs...
Next, let’s apply incrementality across a few key tactics…
This tool is designed for educational purposes only and the results do not constitute a guarantee of performance by Measured, Inc. Estimations and benchmarks are used to generate the calculations and we do not recommend reallocating budget dollars based on these results.