As an attendee of the MSI 2023 Summit, you receive exclusive early access to a new series of publications produced by the MMA on Incrementality, an important ad measurement trend designed to measure the causal impact of marketing through rigorous measurement science.
This series includes three papers – working titles subject to change:
The What and Why of Incrementality:
An introduction of the importance of measuring incremental impact
The Ladder of Incrementality:
A description of various popular methodologies for estimating advertising ROI
Climbing the Ladder of Incrementality:
A set of actionable steps advertisers can take to dramatically improve accuracy of performance measurement and optimization
Please note that this is an early version of these papers and content will undergo at least one more revision prior to public release. Because of this, we ask that you do not share with others.
About MMA: MMA Global is a non-profit trade association dedicated to Architecting the Future of Marketing while Relentlessly Delivering Growth Today. Its purpose is to enable marketers to drive innovation and enduring business value in an increasingly dynamic and ultra-connected world.
About Marketing Attribution Think Tank (MATT): Within MMA Global, MATT is a think tank consisting of a curated community of marketing and analytics professionals dedicated to solving the toughest attribution and measurement challenges in marketing.
MATT partners with industry leading marketing experts to rethink the world of marketing measurement and to produce a portfolio of acceleration tools and research. Please email Tommy Ma ([email protected]) if you would like to learn more about partnering with MMA Global or MATT as a subject matter expert. In addition to driving the industry forward, partners will get special access to dedicated MMA content and are often asked to speak at leading industry events.
Or, you can contact [email protected] for more information.