Slide 9
Slide 9 text
So what does it mean to improve on incrementality
Example
SEA BRAND
SEA NON BRAND
SEA TOTAL
Attribution
CPO 2,- = 500 orders
CPO 5,- = 200 orders
700 orders
Incrementality
CPiO 30,- = 33 orders
CPiO 10,- = 100 orders
133 orders
Budget
1000,-
1000,-
2000,-
Example
SEA BRAND
SEA NON BRAND
SEA TOTAL
Attribution
CPO 2,- = 250 orders
CPO 5,- = 300 orders
550 orders
Incrementality
CPiO 30,- = 16 orders
CPiO 10,- = 150 orders
166 orders
Budget
500,-
1500,-
2000,-
CPO 2,86 = CPiO 15,04 =
CPO 3,64 = CPiO 12,05 =
Optimise based on the incrementality insights
+33 absolute orders on total business level
+25% channel effectiveness