Latest / The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy
How Incrementality Testing Saves CMOs Millions
Lucas and Luna explore how marketers are using incrementality testing to measure true ad effectiveness—separating causation from correlation. They discuss a Fortune 500 beverage brand that discovered nearly 40% of its social media ads were simply capturing existing customers rather than driving new sales. The episode covers the basics of holdout groups, the difference between incrementality and attribution, why last-click models overestimate performance, and how CMOs are restructuring budgets based on causal measurement. Practical advice for marketers at any scale.
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