Incrementality Testing and MROI: An interview with Aleksandra Semenenko, Data Science Director & Global lead on MMM at Artefact
Discover the latest Data Coffee on Incrementality Testing, the 4th episode of our Data Marketing series
Aleksandra Semenenko joined Artefact in 2019, where she has moved from Data Science positions to Data Marketing strategies as Consulting Director. She holds a Master of Science in Data Science and Business Analytics from ESSEC Business School Centrale-Supélec. She has extensive experience in data and transformation in large enterprises and scale-ups in the UK and EU. Her core expertise revolves around bridging the gap between business and data, and pragmatically bringing the value of data into the organization.
Aleksandra sat down with Emmanuel Malherbe, ML Research Scientist and Director of the Artefact Research Center, to discuss Incrementality Testing and marketing ROI.
Mastering Marketing ROI thanks to Incrementality Testing
Aleksandra explains that, unlike Marketing Mix Modeling (MMM), Incrementality Testing is less demanding in terms of resources and data, allowing companies to start more simply. She uses the example of a large company with 25 different markets to show how Incrementality Testing can identify which marketing campaigns generate positive or negative ROI, enabling investment optimization.
Incrementality Testing is described as a tactical tool, operating in the short term and allowing for quick adjustments, while MMM provides a long-term strategic view. Aleksandra highlights that Incrementality Testing and MMM can work together in a mature organization, offering diverse and rich insights to improve business results.
Incrementality Testing promotes agility by encouraging businesses to experiment with different marketing channels and tactics, making adjustments based on real-time feedback and performance.
Both MMM and Incrementality Testing provide valuable business insights, but while MMM is conducted once or twice a year for strategic planning, Incrementality Testing is ongoing, delivering immediate and actionable insights for operational teams.
Aleksandra believes Incrementality Testing should be part of every business strategy: “Incrementality experiments should become your business as usual. When you always test new things and get feedback from the market, you can feed these results into big MMM initiatives that provide a strategic overview”.
This interview is available on thebridge.artefact.com, YouTube, and all podcast platforms.
M&A and Transformation Leader | Strategist | Investor
5dReally great insights on MMM and Incrementality Testing… thanks for sharing your thoughts Aleksandra Semenenko
Facilite le Data Management dans le secteur de l’Énergie
6dIn our area of “AI everywhere”, MMM is an excellent example of “come back to basics” and “data soberness approach”