TikTok + Accenture
Effective Measurement
The step-by-step guide to making incremental results-driven marketing decisions
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Imagine a gardener who wants to make a little plant grow and bloom. They don't really know exactly which single action will lead to it, but they understand that numerous steps are contributing, from the pot and the soil to the watering and the fertilizer. Incrementality in marketing is kind of the same thing: instead of giving all the credit to that piece of land the flower was planted on or to the last drop of water from the watering can, you understand how each factor contributes to the customer journey.
With tighter budgets and pressure for efficiency, marketing leaders face an ever-growing challenge: clearly showing how their actions drive business growth in revenue, profitability, and ROI.
Traditional performance measurement models, all click-based, don't capture media impact precisely. This affects the quality of analysis, investment strategy effectiveness, and the decision-making on where and how to allocate your budget.
Incrementality helps marketing leaders to…
…gain clarity in media budget allocation
…get better results with the same budget
…report results in a safe and reliable way
By understanding the true impact of each channel in your media mix, you eliminate inaccuracies and make genuinely evidence-based decisions.
…gain clarity in media budget allocation
…gain clarity in media budget allocation
By understanding the true impact of each channel in your media mix, you eliminate inaccuracies and make genuinely evidence-based decisions.
…get better results with the same budget
…get better results with the same budget
Defining a cause-and-effect relationship by using scientific methodology makes it possible to spot where to cut or increase investment, with a focus on real efficiency and growth.
…report results in a safe and reliable way
…report results in a safe and reliable way
Integrating incrementality into Media Mix Modeling and attribution models increases confidence and provides a stronger foundation for marketing planning.
Applying incrementality study results into your business is easier than you think.
Along with Accenture, we developed a practical and actionable 4-step model:
Who needs to be involved in this agenda?
