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Not-Scary Ways To Start Measuring Incrementality In Advertising

The last article defined what incrementality is and why it’s an important concept for advertisers...

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What Is Incrementality In Advertising?

One of the most important concepts you need to understand to evaluate advertising performance...

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5 Business Metrics You Need to Build a Successful Advertising Strategy

Advertising strategy does not exist in a vacuum. Advertising strategies must be built to achieve...

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The Importance of Conversion Architecture

The final entry in our Advertising 101 series is about the importance of conversion tracking to...

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Which Ad Channels Should You Start With?

In the first part of our Advertising 101 series, I delved into the importance of first targeting...

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Which Audience Should You Target First?

If you’re a brand that has never done any advertising, the question of where to start can seem...

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