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How Marketers Can Get Clean Incrementality Measurements in a Messy World

Brands need to take an honest, proactive approach

Top Row: (L-R) Fetch’s Geoff Matthews, CAVA’s Sandra Abla, Haleon’s Marissa Solan, ADWEEK’s Zoë Ruderman, Nestle’s Nicole Lesinski | Bottom Row: (L-R) The Hershey Company’s Vinny Rinaldi, Fetch’s Robin Wheeler, Digitas’s Melissa Berger
Top Row: (L-R) Fetch’s Geoff Matthews, CAVA’s Sandra Abla, Haleon’s Marissa Solan, ADWEEK’s Zoë Ruderman, Nestle’s Nicole Lesinski | Bottom Row: (L-R) The Hershey Company’s Vinny Rinaldi, Fetch’s Robin Wheeler, Digitas’s Melissa Berger
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By Ashley R. Cummings

This post was created in partnership with Fetch

Key takeaways

  • Brands are under increasing pressure to demonstrate the incremental impact of their marketing efforts.
  • Attribution is both hard to measure and hard to get a consensus on.
  • Getting clean incrementality measurements requires effort and time.

Marketers have more data than ever, yet many still struggle to answer a basic question: Did a campaign change behavior or capture demand that already existed? Incrementality has become a common proof point, but also one of the most debated.

During an ADWEEK House Possible group chat co-hosted with Fetch, industry leaders discussed why measurement often falls short, where teams get it wrong, and what it takes to get closer to the truth.

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Ashley R. Cummings

Ashley R. Cummings is a professional freelance writer, specializing in SaaS, marketing, and advertising. She also runs Content Connect, the newsletter and community to help you grow your content marketing muscles.

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