Finding Ground Truth: Measuring & Testing Incrementality - Brian Krebs (MetricWorks)

For this episode our guest is Brian Krebs, the CEO of MetrickWorks, an expert on incrementality measurement and testing. Brian discusses how the use of incrementality has evolved to its present popularity within the mobile marketing industry and the confluence of issues that make it complex to test incremental lift. Brain says Mixed Media Modeling is the way to fill in the gaps with attribution, but it must be validated and calibrated with geo level ground truth experimentation. Find out why and how this works. MetricWorks is a third-party solution for measuring incremental lift. Their solution only uses aggregate data points impervious to privacy changes, making it “future proof.” MetricWorks also provides LTV predictions and full UA automation, driven by machine learning.