Pranav Piyush’s Post

Pop quiz… Imagine a friend calls you up and tells you about a new product they love. You buy it at the grocery store 2 weeks later. How does that brand measure what drove your purchase? They can’t! When it comes to marketing measurement, there will ALWAYS be some black box of things you can’t pin down This is where incrementality comes in 👉 And brands are starting to catch on. When I had Ari Murray + Nik Sharma of Sharma Brands on the pod, they called incrementality an essential guiding light 🔦 for their customers, especially when they’re deploying $XM in spend every month. Even brands without maturity are asking for this + willing to test more than ever before. The best part? Brands are also beginning to understand that not every test is a winner 👎You have to be prepared to see NO lift on up to 50% of your experiments. That’s the name of the game. But if you understand that, and you don’t give up… incrementality makes us all more responsible 🙂 P.S. I’m here to prove measuring your marketing efforts is not that hard. I talk about the future of measurement, and why we should leave MTA in the past. Follow to learn with me in public.