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Marketing Measurement + Incrementality

Stop wasting millions of dollars on ineffective marketing.

The purpose of marketing is to make money. Period. If anyone says something differently, they’re confused or selling something.

So much marketing is ineffective. It contributes no revenue, it damages your profitability, and it doesn’t drive incremental growth to the business. This is why accurate marketing measurement and understanding incrementality is so appealing.

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Measurement

Measurement is hard. And it’s getting worse. 

Privacy regulations (GDPR) and technology (iOS14.5) limit advertisers’ ability to track individual users, weakening traditional attribution.

A fragmented media landscape prevents a unified view.

Platforms and channels are incentivized to show the best “results” they can.

If marketing needs to be measured, and attribution is unable to accurately determine if a tactic is incremental
or not, what’s the solution?

Triangulation through unified marketing measurement.

Just doing everything and calling it a measurement framework doesn’t count. Savvy marketers and data practitioners prioritize specific data for certain decisions. Different methods often disagree, so knowing when to use what is crucial.

We save brands hundreds of millions of dollars in wasted ad spend while simultaneously growing their revenue, improving overall profitability and marketing ROI.

A combined view of:

Business level data.

True scientific incrementality experiments.

Rigorous and ML-enabled media mix modeling.

Knowledge of when and how to use platform attribution.

Accuracy

Improve the accuracy of your marketing.

We believe that each measurement method has strengths and weaknesses, and that using them together actually improves the overall accuracy and utility of your marketing.

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Scientifically Rigorous Incrementality Experiments

Every industry outside of advertising follows the same principles when determining the impact of a variable – the test and control group. Advertising should be treated the same as politics, healthcare, or culinary science to determine what’s working.

Media Mix Modeling

We run tens of thousands of agile models built with machine learning on our clients’ data. Each model is customized to the brand’s specific data, but has been guided through our experience by vertical, incrementality experiments, and order values.

Incorporating Attribution

We don’t just use attribution software (such as Google Analytics) out of the box. However it is still helpful when determining small, fast, and tactical optimizations. We apply the right modifiers and weights to attribution to ensure we’re not over-investing in the wrong areas.

Power Digital specializes in driving meaningful (and profitable) growth for our brands.

Our dedicated measurement team will not only advise on the initial framework to best support your marketing efforts, but will provide ongoing strategy, insights, and recommendations on how to improve your marketing ROI.

And we’ve driven undeniable results across hundreds of clients – hundreds of millions of dollars saved in wasted ad spend, and hundreds of dollars of incremental revenue generated.

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