Nathan Perdriau, Co-Founder and Head of Paid Media at Blue Sense Digital, joins our Google Ads Strategist, Caden Thompson, to explore the concept of incrementality testing and its growing importance in modern marketing attribution.
In this video, Nathan and Caden discuss why traditional attribution models are becoming less reliable and how incrementality testing can provide a more accurate picture of marketing effectiveness. They share insights on conducting these tests, including considerations for budget changes, geo-targeting strategies, and the importance of benchmarking.
Whether you're grappling with attribution challenges or simply seeking to expand your marketing knowledge, this dialogue between Nathan and Caden offers a nuanced look at an increasingly crucial aspect of digital marketing strategy.
0:00 - Introduction and the importance of incrementality testing
3:38 - Benchmarking and geo-targeting strategies
8:04 - Structuring and timing incrementality tests
12:18 - Understanding true incrementality in profit
14:25 - Early signals and engagement metrics
Connect with Nathan and Blue Sense Digital here:
Blue Sense Digital website: https://www.bluesensedigital.com.au/
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