For any career marketers, you know the so-called “gold standards” never stay golden for long.
Multitouch attribution was once the data-rich way to assign credit across touchpoints. But with signal loss, walled gardens, and privacy regulations reshaping the landscape, its foundation has eroded.
Our VP of Analytics, Rebecca Visconti, broke it down in an article for MediaPost: the future isn’t in clinging to broken maps, it’s in building proof with incrementality testing.
Her framework for future-proof measurement boils down to four steps:
- Understand why the old map no longer works.
- Shift from credit assignment to causal proof.
- Make incrementality an always on practice.
- Use incrementality to power predictive models.
If incrementality is still just a periodic exercise, you’re missing the bigger opportunity: building a system that continuously proves impact and sharpens decision-making.
Read Rebecca’s full take here.