Measure marketing's true value with incrementality
Learn how a data-driven, test-and-learn approach to measuring advertising campaigns can help determine the true value of your marketing.
Topics
Incrementality measurement can help you make smarter decisions by helping you understand how and where marketing is contributing to business outcomes.
Considerations for getting started
Before incorporating incrementality as a part of your approach, it's important to assess whether your organisation is ready to make the investment and do the work needed to embrace a test-and-learn approach by asking key questions. Facebook partnered with leading marketers across industries to distil these and other best practices into a single practitioners' guide. Their advice and experience can help marketers who are considering bringing this approach to their measurement strategies.
When you're ready to get started with incrementality measurement, the first and most important question should be: What is the business question I want to answer?
Be deliberate about how you approach what you want to measure and how you'd like to measure it. To help gain buy-in, start with smaller tests where you can prove value quickly. Proper planning up front will help ensure a smooth decision-making process later.
Download Measure marketing effectiveness: A guide to implementing incrementality for more expert advice, questions to ask and ways to get started with bringing test-and-learn measurement to your business strategies.
“
"Investing in incrementality means that we believe that more robust measurement will make us, in the long run, a more efficient marketing business."
– Alok Gupta, Director of Data Science, Head of Marketing Science, Lyft
“
"Incrementality is the cornerstone for our business cases both in product and marketing."
– Matthew Gerrie, Senior Director of Marketing Science & Communication, Booking.com
Topics
