Incremental

We've built a platform just for retail media buyers, so naturally we've created an educational hub just for retail media buyers. Sign up for our newsletter: https://bit.ly/3UbxOg3

We're now officially part of the Walmart Connect Partner Network, which enables Walmart Connect advertisers to now easily plan, track, and optimize their retail media campaigns for incremental growth. The new partnership will give brands and agencies using the Walmart Connect advertising platform access to Incremental’s technology, empowering marketers to go beyond metrics such as return on ad spend (ROAS) to understand the true contribution retail media has to their top-line revenue growth. Learn more: https://bit.ly/4bZKKLH

We built Incremental for three core reasons: ✅ Tied to Your P&L: Measurement can become disconnected from your company’s actual financial performance. Incremental uses your P&L as the source of truth. ✅ Continuous Learning: Once-per-year testing leads to lags in reporting and outdated assumptions. To be actionable, measurement platforms need to be dynamic and get smarter over time. Our model learns as you make changes in your business, progressively developing a deeper understanding of how each change impacts your bottom line. ✅ Easy to Deploy: Spend less time managing data and more time managing your business. Extensive integrations and automation handle all the messy work of data collection and cleansing, so you can get up and running faster and easier. Learn more about how Incremental works: https://bit.ly/46ps0Uz

We've made two strategic hires to elevate our partnership and client success groups. Ryan David J. joins as our new VP of Strategic Accounts, responsible for driving forward Incremental’s strategic partnerships. Erin Wilde has also joined as Head of Customer Success, where she will be responsible for leading all client relationships, driving customer adoption, and helping brands maximize the value they get from Incremental’s technology. Learn more about these two new additions to the Incremental team: https://bit.ly/3SlkzI2

“You can’t measure onsite retail media the same way you’d measure a television ad...You need different data. You need different granularity. You need different speed and to accomplish that you need different methodologies because the old methodologies aren’t accurate at that pace.” —CEO David Pollet in a recent interview with Econsultancy Read the article: https://bit.ly/3SbJ7TO

For a recent episode of The ADOTAT Show, CEO David Pollet sat down with Pesach Lattin to discuss the importance of incrementality in #retailmedia measurement. Check out the full episode here: https://bit.ly/46777NR

This chart shows the percentage of a consumer health brand’s July budget that should be spent on a given day. Channels like TikTok and Meta have the longest adstock values for this brand. In order to generate a peak effect on Amazon Prime Day, the brand needs to start increasing spend ahead of time. Sponsored Products and Google Search have an almost immediate impact, and therefore spend only needs to ramp up in the days immediately beforehand. Every brand and product has its own interaction with advertising, impacted by multiple factors such as price and whether the product is discretionary or necessary. This in turn creates a different ideal ad scheduling for each brand to maximize impact. Most retail media is measured through last-touch attribution, which limits a brand’s ability to understand marketing interactions and plan its investments effectively. Using a measurement approach that models for adstock is essential to develop a strategy that accounts for full-funnel marketing. Read more about how to prime for Prime Day: https://bit.ly/49Jgcg7

We're thrilled to welcome Ryan David J., our new vice president of strategic accounts, to the Incremental team!

Stop by Skye Frontier's presentation today at 1:40pm!

"Incrementality measurement hangs on the ability to isolate marketing from other relevant factors. This can be done through a combination of experimentation and modeling. The key is determining what those relevant factors are and ensuring they are controlled for." —SVP of Growth Skye Frontier in Performance Marketer Magazine Read the article: https://bit.ly/45JxCZG