Video 30 minutes + PDF slides
Halo Effect with Incrementality Test
Have you ever wondered if investing in just one type of campaign can add value to other marketing channels as well? One of our e-commerce customers had the goal of measuring the impact on the entire business of Google Ads and Facebook Ads campaigns related to a single product. A complex situation that required a customized intervention to the standard procedure: we rebalanced the geographic randomization taking into account both the objective metric and the distribution of the stores in the country. After 5 weeks, the data showed that the campaigns in question were generating incremental conversions. The duration and setup of the test gave the client a solid baseline to maintain the investment on the platform and evaluate its profitability.
Who is Rebecca Leporati
Rebecca is the Marketing Science & Analytics Team Lead at Booster Box. After working 3 years as a Business Analyst in the pharmaceutical sector, she joined the Booster Box team, where she plays with all things Measurement in Marketing.
She coordinates the MarTech data scientist team and manages all the Marketing Mix Modeling and Incrementality-related projects.
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