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PRESENTATION: Incrementality over Attribution and Impact over Impression
Incrementality over Attribution and Impact over Impression
Erin Mullaney
Associate Media Director
9Rooftops
We know marketing can do amazing things for our brands. And yet we spend entirely too much of our time and effort trying to prove it using digital attribution we know is flawed. Meanwhile, small businesses can discern the impact of their effort on their bottom line. Allowing them to be brave in trying new things, keep common-sense as a decision driver, and connect the dots from all aspects of the business. As businesses grow, and departments become siloed, brands can lose the big picture. In this session, we’ll bring it back to the basics of how brands can scale but still think like a small business with actionable strategies and best practices. 1. Benchmarks are meant to be helpful, not limiting. Don’t be afraid to try something just because you can’t predict the future. 2. Incrementality is the primary objective of paid media and should be prioritized over attribution. 3. Holistic measurement strategies are key to keeping a pulse on performance, especially as attributable data loss continues with evolving privacy policy changes.
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