Incrementality at ShopTalk 2018

Whether the impact is negative or positive, incrementality testing allows you to determine the influence of what a single variable, or set of variables, did on someone’s path to purchase. Jesse Grittner, Senior Vice President of Strategy Consulting at Ovative/group, presented on this topic at ShopTalk in Las Vegas on March 19, 2018.

Transcript

1. March 19, 2018 is your marketing worth a damn? anti-tech talk
2. strategy activation measurement
3. what? the positive or negative change caused by individual interactions in the customer’s path to action
4. what? if this consumer hadn’t seen this message, would they have converted anyway?
5. why? 5 inability to distinguish between effective investment and “audience bias” misallocated spend across media mix and tactics sub-optimal targeting of audiences in each channel
6. why?
7. why?
8. how? use available measurement tools deploy experimentation update & refine measurement models
9. step 1: analyze measurement results case study
10. case study step 2: experiment hypothesis: non-brand search and PLAs drive incremental traffic online & in-store hypothesis: click-based measurement undervaluing impact of paid social retention campaigns’ ability to drive incremental revenue non-brand search & PLAs paid social
11. step 3: integrate case study
12. jesse.grittner@ovative.com thank you!