Incrementality

March 28, 2023

The Impending Impact of ChatGPT on Search and Advertising

As an advertiser or part of a marketing function, it is important for you to take note of the fact that the search engine market is undergoing significant changes due…

Anubhav Sharma

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February 20, 2023

Using Geo Testing to measure Incrementality

As advertising evolves to include greater customer privacy, measurement methods that focus on aggregation and modelling can aid in understanding of true lift. This is because modifications like cookie removal…

Prakhar Gupta

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December 12, 2022

Measurement Methodologies | Hierarchy models

Many brands under categories like consumer appliances, cold beverages and ice-creams, healthcare, travel, auto associate themselves to IPL and gain upto 30-40% of their annual sales target in this period.…

Prakhar Gupta

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