Every marketer is chasing incrementality – the holy grail of marketing measurement and efficacy. While there are hundreds of new platforms popping up promising insight, relatively few actually deliver on those claims. Fortunately, most marketers today – thanks to open-source options and AI – no longer need to rely on third parties for incrementality measurement.This session will explore how marketers can use ML and AI to enhance the efficacy and insight provided by traditional marketing measurement techniques (including cohort, user and geo holdout testing, counterfactual models, difference-in-difference, regression discontinuity and others). Sam will then connect the outputs of these models to ad accounts directly – showing how better measurement can drive better, more efficient and more impactful marketing.

He will include both real-world examples of these techniques in action as well as a tactical playbook (complete with prompts and recommendations for open-source aMMMs) for how brands can improve their measurement going forward.