Measuring Incrementality: Controlled Experiments to the Rescue!
Occam's Razor
SEPTEMBER 19, 2011
With a plethora of digital media channels at our disposal and new ones on the way every day(!), How do you figure out which channels to invest in more and which to kill? Oh, and the killer question… if you invest in multiple channels, how much incrementality does each channel bring to your bottom-line?
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