Aleksandra explains that incrementality testing is less resource-intensive than Marketing Mix Modeling (MMM), allowing companies to start more simply. By identifying which marketing campaigns yield positive or negative ROI, incrementality testing helps optimize investments. She uses the example of a large company with 25 markets to illustrate this point. Incrementality testing is a tactical, short-term tool that allows for quick adjustments, whereas MMM provides a long-term strategic view. Aleksandra highlights that both approaches can work together in mature organizations, offering diverse insights to enhance business outcomes.
Incrementality testing promotes agility by encouraging businesses to experiment with various marketing channels and tactics, making real-time adjustments based on performance. While MMM offers valuable strategic insights once or twice a year, incrementality testing delivers ongoing, actionable insights for operational teams. Aleksandra believes that incrementality testing should be integrated into every business strategy, as it continuously feeds results into MMM initiatives for a comprehensive strategic overview. This combination allows businesses to achieve both immediate and long-term marketing effectiveness.
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