Season 4, Episode 3: What is advertising incrementality? (with Garrett Johnson)

In this podcast episode, we explore the crucial idea of incrementality in marketing. Garrett Johnson shares compelling examples and practical methods for accurately measuring its impact. He stresses the importance of grasping the real effects of advertising, especially through techniques like randomized controlled trials and innovative approaches such as Ghost Ads. These tools help tackle challenges like statistical power and the complexities of multi-channel marketing. By highlighting incrementality, the discussion reveals the dangers of ignoring this essential metric and emphasizes its role in boosting marketing credibility and return on investment.