Mastering Incrementality: Prove Your Impact, Optimize Spend and Get Ahead

Retailers are under more pressure than ever to ensure their marketing investments drive real impact. But how can they distinguish true incrementality from results that would have happened anyway? This session will explore next-gen incrementality—how to define it, measure it, and optimize for it—to unlock incremental revenue.

Specifically, we'll discuss:
• How incrementality can help marketers transition from Universal Analytics (UA) to Google Analytics 4 (GA4)
• How to accurately measure and optimize incremental impact
• Avoiding common pitfalls in incrementality measurement
• Leveraging next-gen attribution models to prove incremental revenue
• Evaluating vendors and partners for real, measurable growth
• Strategies to maximize marketing spend for the highest return

• Ryan McClurkin, Chief Analytics Officer, JTV
• Terryn Lance, Sr. Director Media Strategy & Planning, Walmart
• Jaysen Gillespie, VP, Global Head of Product Marketing and Analytics, RTB House
• Moderated by: Jenny Marlo, Head of Content, CommerceNext

Sponsored by RTB House