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Incrementality versus multi-touch attribution

This article was based on the interview with Jaysen Gillespie of RTB House by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:

Incrementality is a concept that is gaining traction in the world of marketing and advertising that refers to the measurement of the true impact of marketing efforts on driving sales, rather than simply attributing sales to specific touchpoints in a customer’s journey. The idea is to determine whether a sale or conversion would have occurred anyway, even without the marketing efforts. This is where deep learning comes into play.

Deep learning is a subset of artificial intelligence that involves training neural networks to learn from large amounts of data. It is a more advanced form of machine learning that can process vast amounts of information and make more accurate predictions. In the context of marketing, deep learning can be used to analyze customer behavior, predict future trends, and optimize marketing campaigns for better results.

When it comes to measuring incrementality, deep learning can provide more accurate and reliable results compared to traditional attribution models. By processing a larger amount of data and using sophisticated algorithms, deep learning models can identify the true incremental impact of marketing efforts on driving sales. This means that marketers can make more informed decisions about where to allocate their resources and how to optimize their campaigns for maximum effectiveness.

One of the key benefits of using deep learning for incrementality measurement is that it can uncover hidden insights and patterns in the data that may not be apparent with traditional methods. By leveraging the power of deep learning, marketers can gain a deeper understanding of customer behavior and preferences, and tailor their campaigns accordingly to drive truly incremental sales.

Incrementality drives truly incremental sales by providing a more accurate and reliable measurement of the impact of marketing efforts on driving sales. Deep learning is a powerful tool that can help marketers uncover hidden insights and optimize their campaigns for better results. By embracing deep learning and incrementality measurement, companies can stay ahead of the curve and drive success in the competitive world of advertising.