The Measurement Trifecta: Using Attribution, Incrementality, and MMM

In this episode, the hosts dive into the latest developments and their hands-on experiences in marketing measurement, particularly focusing on insights shared at the recent Metta Performance Summit. They discuss the advantages of using various measurement tools like Triple Whale, Prescient AI, and House, and their impact on business strategies. Through practical examples, they elucidate the implementation of media mix models, incrementality testing, and attribution methods, emphasizing the need for continuous testing and adaptation in a rapidly changing market. The episode also explores strategic shifts from awareness generation to demand capture on platforms like Meta, highlighting the dynamic nature of marketing attribution and strategy refinement.

00:00 Back in the Saddle: Kicking Off the Discussion

00:12 Metta Performance Summit Highlights

01:06 Exploring Measurement Tools: Triple Whale, Prussian AI, and House

02:48 Running Experiments and Analyzing Results

11:56 Cost-Cutting vs. Incrementality Tests

18:15 Shifting Strategies: Awareness to Demand Capture

22:24 Leveraging Competitor Awareness and Future Strategies

22:58 Conclusion and Future Insights

Bryan was the Director of Efficacy at Kargo and directly helped answer this question for many brands through his work there. Now, he leads marketing for one of the fastest-growing, profitable DTC companies, Nood.

Rishabh led new business at LiveRamp, the largest provider of online digital identity, and directly helped scale many measurement and attribution programs for the ad tech ecosystem. He is now the CEO of Fermat Commerce, a commerce platform that enables content-native shopping that has no attribution loss.