Here are the key things you need to get right in order to move onto incremental measurement.
- Get the tech
Have a direct relationship with a DSP that can provide you with bid and log-level data (data from each individual bid and impression) and be able to tie it to conversions. This gives you the most opportunity to build understanding at a granular level.
- Skill up
You need people who are experts at analysing large amounts of complex data. Ideally this
will be someone ‘in-house’, as you will be able to guarantee the validity and impartiality of
the results.
- Demand the full picture
There cannot be any opacity in the data you receive - it requires full transparency of
data. Prioritise demonstrably transparent inventory suppliers.
- Have confidence in your model
Be brave. These are your true results. Now it is time to optimise your strategy to increase
incremental performance.
To find out how to overcome these challenges, download our whitepaper on how to determine the true impact of your advertising.
