Incremental Marginal Return (Imr)

Answer

Explores incrementality testing and introduces the specific concept of IMR as a way to measure true ad returns.

Source: The Truth About Incrementality: Are You Measuring Your Ads Wrong? on Ecommerce Playbook.

Top episodes

1. 1. The Truth About Incrementality: Are You Measuring Your Ads Wrong?

   Ecommerce Playbook

   Explores incrementality testing and introduces the specific concept of IMR as a way to measure true ad returns.

2. 2. Turning Incrementality Tests Into Action That Makes You Money

   Ecommerce Playbook

   Discusses operationalizing incrementality data and defines IMR as the key metric for reporting truly incremental revenue.

3. 3. May Report Card Shocker: Under Budget but Over Profit?

   Ecommerce Playbook

   A report card analysis that uses the concept of IMR to explain how a brand exceeded profit targets despite lower spend.

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