What’s Next After the Cookie Goes Away? Incrementality

The question burning on every marketer’s mind right now is how we approach measurement in an uncertain future. With the cookie going away in 2023, we can anticipate an impact on marketing vanity metrics. However, if the right solutions are implemented, it won’t make an impact on the most important metric: sales conversions.

While there are several different approaches to take in the post-privacy world — from probabilistic attribution to media mix modeling — incrementality is, and will become, an even more important tool in the marketer’s measurement toolbox.

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