📈 Real testing, real causality, real business impact: Newton Baby, Inc. CMO Aaron Zagha recently sat down with AdExchanger to walk through how Haus and incrementality are essential to their bottom line. “Everything that isn’t incrementality testing is correlation – multitouch attribution and media mix modeling are both correlations. The problem with correlation is that if everyone who makes a purchase ends up seeing a branded search ad, branded search looks super important in driving business to your site.” Link to the full interview in the comments.
Jesse West
3mo
Awesome interview!
How Incrementality Tests Helped Newton Baby Ditch Branded Search, by James Hercher: https://www.adexchanger.com/commerce/how-incrementality-tests-helped-newton-baby-ditch-branded-search/