In this episode, Richard and Luke Austin go deep into the concept of incrementality. They discuss how CTC helps brands answer three critical questions for a predictable and profitable ecommerce growth plan:
What should my total budget be to maximize profitability?
How should this budget be allocated across channels for the most incremental outcome?
What is the campaign-level media plan and expected profit outcome?
Luke shares insights into CTC's partnership with Measured, a platform offering best-in-class incrementality testing and budget optimization tools. They explore real-world examples of how understanding incrementality can drastically shift budget allocations, leading to more efficient customer acquisition and better overall performance.
Show Notes:
