Measuring incremental lift allows brands to optimise their marketing strategies across channels.
This piece says that in order to gather actionable insights, brands should continuously test new promotional and marketing initiatives across their omnichannel platforms. Comparing marketing efforts against native demand can help brands measure the incremental lift achieved by a new marketing strategy.
Measuring incrementality can help brands measure the impact of their marketing campaigns and their co-relation to purchase frequency. This piece says that once brands understand their incremental sales impact, they can optimise their future campaigns based on their actual sales metrics.
The author suggests that brands should adopt new industry tech and tactics to keep up with the rapid evolution in consumer behaviour. Marketers can create effective omnichannel campaigns and link advertising efforts to campaign results through incrementality.
[3 minute read]