Leveraging Incrementality Testing to Supplement AI-Based Measurement Platforms

Posted on by Chief Marketer Staff

Meta recently released its own AI-powered platform, Meta Advantage+, to help brands automate paid ads and social media campaigns to optimize budgets for marketing and communications programs. But the potential value of such solutions varies between brands, according to a PRNEWS piece from Trevor Testwuide, CEO and co-founder of Measured. Through an examining Advantage+, he determines that rather than relying on one AI-based platform, incrementality testing can supplement your reporting and help maximize its value.

Following are the key takeaways:

  • The potential value of Meta Advantage+ varies between brands and levels of communications and spend.
  • Advantage+ tends to both under- and over-report its contribution to actual business outcomes.
  • Improved conversion rate does not equate to higher incrementality.
  • Incrementality testing is an effective answer to the specific set of problems presented by Advantage+ and other measurement platforms, making it a necessary step in deriving maximum value from the platform.

Read the full story at PRNEWS.

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