Season 4 · Episode 18
eComm Masterclass: Measuring Incrementality
The Commerce Collective Podcast · Flywheel Digital
May 17, 202327m 51s
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Show Notes
Every brand strives for incremental sales, but how is incrementality actually measured? And how granular can you get? Henry Reith, Technical Advisor at Flywheel Digital helps us understand the elements of measuring incrementality with a data science lens from what data is used, how search and display impact the model differently, considering New to Brand, and the importance of clicky vs. scrolly categories.