What does Incrementality mean?
It is the measure of the lift that digital marketing provides to the conversion rate by identifying the interaction that moved a user from passive to active.
How do you measure Incrementality?
Marketers need to compare how they currently allocate spend to target known users versus holdout groups. These holdout groups are composed of users who don’t see retargeted ads. One way to achieve this measurement is through multivariate testing.
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