From Attribution to Incrementality: An Interview with Carl Spaulding, EVP of Strategy at NCSolutions

March 16, 2020 {This is the final installment of a four-part series aimed at helping marketers up their programmatic game in 2020 by taking a more holistic approach to measurement. If you haven’t already, go back and read parts onetwo, and three.}

As you learned earlier in our series, there are plenty of ways to tie your digital investment to metrics, like online sales — or even offline sales.

For our final post, we interviewed Carl Spaulding, EVP of Strategy at NCSolutions (NCS) — one of our partners — to discuss how consumer packaged goods (CPG) marketers can go beyond attribution to gain a deeper understanding of incremental sales.

Attribution and incrementality both measure performance. At a high level, how do the two differ from each other?

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