How much revenue does your brand generate when it spends money on advertising compared to when it doesn’t?
This is a critical question for any brand, and the answer lies in incrementality.
In short, incrementality is calculated as the difference in revenue between two groups: those assigned to a treatment group (who see ads) and those in a holdout group (who do not see ads). This difference reveals the additional revenue generated directly by advertising.
Related post: Grow Revenue Profitably with Incrementality [Ebook]
Putting incrementality into practice is an adjustment for brands accustomed to a click-based attribution model. But when implemented correctly, an incrementality model can boost a brand’s net-new revenue significantly.
The infographic below offers five steps for marketers looking to assimilate incrementality into their advertising decisions.
Click here to download a full-size version of the infographic.