Webinars
Part 1 – MSI Webinar: Meta’s “Incrementality Ladder”
It is critical for advertisers to develop tools for accurately measuring ad effectiveness, specifically those that gauge causation rather than correlation. Incrementality, the subject of this webinar, describes the true and causal impact on lift as compared to a benchmark. Businesses can employ incrementality to assess performance directly attributable to specific elements of their marketing mix, and they can use this information to best allocate ad spend.
While there are many popular methods of measuring ad performance, this webinar will also detail the “Ladder of Incrementality,” or a ladder of measurement techniques with ascending strength in accurately describing the true impact of an isolated marketing effort. Understanding this framework will help marketers apply a rigorous standard of evidence when determining what is working within their marketing mix and deciding how to optimize spend.
speaker
Robert Moakler is a Research Scientist at Meta where he works on projects related to privacy, causal inference methodologies, and the impact of cross-channel marketing campaigns. He received his Ph.D. in Information Systems from the NYU Stern School of Business in 2017. While attending NYU, Robert worked at Integral Ad Science where he did applied data science research that developed methods for causal inference using large-scale digital data with a focus on advertising.