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How much revenue does your brand generate when it spends money on advertising compared to when it doesn’t?
The answer lies in incrementality.
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.
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.Download