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As privacy changes lead to signal loss, digital advertising is diverging from user-level data and specific measurement methods like multi-touch attribution (MTA) and media mix modeling (MMM) in favor of bigger-picture analysis of marketing performance and a multi-methodology approach. Relying solely on MTA and MMM is not enough. There's also a third method: incrementality, which uncovers how marketing activities drive KPIs relative to what would've happened without those activities.
Incrementality provides marketers the confidence to run new campaign types with new channels in new markets. With advances in artificial intelligence and machine learning, incrementality measurement becomes more accessible and precise, moving away from traditional A/B testing methods. The article discusses how incrementality complements MTA and MMM, and how AI-enabled incrementality will position marketers for success.
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