Behind the Media Buy: Incrementality and Lifecycle Marketing with Chris Rigas, VP, Media at Markacy
Top 10 Takeaways 📰 Brands should focus on acquiring new customers rather than overspending talking to existing customers via paid media. Why? Because the reported ROAS for existing customers is typically higher than the actual incremental ROAS.Incrementality testing is critical to determining the true impact of different marketing channels. Try This: Match market tests can help identify the incremental revenue generated by specific channels.Balancing media spend between creative and actual ...