Incrementality experiments for Search unfolded

Ana Carreira Vidal

Incrementality experiments are becoming increasingly popular as a tool to understand the true impact of marketing. Today what incrementality is, and how it compares to attribution and MMM, when is it a good idea to use and when other alternatives are more suited, and which tools are currently available to you. We will finalize with a real life example of how to use incrementality test results to evaluate your attribution model or MMM.

Ana Carreira Vidal

Media effectiveness specialist NEGoogle

Ana Carreira Vidal is a Media Effectiveness Specialist in the Northern Europe region at Google, where she’s been passionately championing the power of data-driven decision making for the past 8 years. Starting as an incrementality enthusiast, Ana has spearheaded over 200 experiments, helping businesses unlock growth through a comprehensive understanding of their marketing performance. A firm believer in the power of Modern Measurement, Ana advocates for a holistic approach that combines MMM, attribution, and incrementality. She is also the author of the Google Modern Measurement Playbook, a go-to resource for marketers seeking to elevate their measurement strategies.