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Overview

Pages tagged "incrementality"

2 pages tagged with incrementality. ← all tags

Marketing Analytics in 2026 — The Cookieless Stack Cookie deprecation broke last-click attribution. MMM adoption surged 212% since 2023. Data clean rooms + AI-driven attribution + incrementality testing now constitute the operating stack. The 2026 reality is dual-model: multi-touch for tactics, MMM for strategy, AI reconciles. Plus LTV/CAC cohort analysis as the capital-efficiency layer underneath.
Incrementality Testing — The Causal Layer Under Marketing Attribution Incrementality testing measures the *causal* contribution of a marketing channel — what would happen if you turned the campaign off. Distinct from attribution, which is correlational. The three main test designs are geo-holdout, audience-split, and time-based. When MMM and incrementality disagree, incrementality wins. The 2026 best practice: fewer tests that materially change decisions, not more tests.