Summary:
- This article discusses the findings from 640 incrementality experiments conducted by Haus, a marketing technology company. Incrementality experiments help determine the true impact of advertising campaigns by comparing the results of a test group that saw the ads to a control group that did not.
- The article highlights key lessons learned from these experiments, such as the importance of setting the right control group, the need to account for seasonality and other external factors, and the value of testing different ad formats and targeting strategies.
- The insights from these experiments can help marketers and advertisers make more informed decisions about their advertising campaigns and optimize their spending to achieve better results.