What makes a great incrementality platform? Avinash Kaushik breaks it down.
Most marketers are running ads across five or six platforms, with 30 or 40 tactics inside each one. The data complexity is real and it's only getting harder as new channels emerge constantly.
In this clip, measurement expert Avinash Kaushik shares the first thing he looks for when evaluating an incrementality platform: the ability to collect, clean, store, and process data at scale. Because if the data going in is bad, nothing coming out is worth trusting.
"Garbage in, garbage out. Principle of the universe."
He also explains why API integrations matter and what to actually ask a vendor to demo before you sign anything.
Avinash Kaushik is a leading voice in marketing measurement and analytics, and former Chief Evangelist at Google Analytics.