Taylor Holiday breaks down incrementality testing and introduces the concept of IMR (Incremental Marginal Return) as a superior way to measure ad performance.
Taylor Holiday breaks down incrementality testing and introduces the concept of IMR (Incremental Marginal Return) as a superior way to measure ad performance.
A discussion on how to move from incrementality test results to actual business operations, with a specific focus on defining and using Incremental Marginal Return.
An analysis of client performance that explains how using IMR (Incremental Marginal Return) allows a brand to underspend its budget while exceeding profit targets.