Data Lab

Gregory Collins 3/10/23 Gregory Collins 3/10/23

Incrementality is Marketing Measurement 101

Incrementality is a flawed measurement technique, best applied early in an analytic program’s development, and with full recognition of its base assumptions and flaws.

Gregory Collins 1/5/23 Gregory Collins 1/5/23

5 Common Misconceptions (And Realities) About Multi-Touch Attribution

We address some misconceptions (and realities!) about multi-touch attribution, and discuss how C3 Metrics’ involvement improves program outcomes.