Simply put, Incrementality is a method for measuring the true value of marketing efforts. The Interactive Advertising Bureau (IAB) defines it as quantifying the causal impact of marketing strategies on sales and other outcomes while eliminating external influences, ensuring that results are directly attributed to advertising efforts. […]

Despite AI’s growing capabilities, a marketer’s true value lies in understanding the company’s products, customers, and market dynamics—and then leveraging the right marketing tools to communicate that value effectively. […]