"The Importance of Incrementality in Retail Media Measurement" OptiMine x Best Buy Presentation
02/19/2025
At OptiMine, we are committed to helping brands unlock the full potential of their marketing investments through advanced measurement and analytics. At the 2024 Association of National Advertisers (ANA) Measurement & Analytics conference, our CEO, Matt Voda, delivered a powerful presentation on “The Importance of Incrementality in Retail Media Measurement” with Best Buy’s Director of Reporting & Insights, Jaiah Kamara.
Retail media is one of the fastest-growing advertising channels, but measuring its true impact can be challenging. Traditional attribution models often overestimate effectiveness, leading to misallocated budgets and missed opportunities. In this presentation, Matt Voda breaks down why incrementality is the key to unlocking real insights and optimizing retail media investments.
Key Takeaways from the Presentation
✅ Understanding Incrementality – Not all sales driven by retail media are truly incremental. Many would have occurred regardless of the ad spend. Matt highlights why isolating true causal impact is essential to understanding the actual return on investment (ROI).
✅ Challenges with Traditional Measurement – Many brands still rely on last-click attribution models, which fail to account for factors like brand equity, seasonality, and organic demand. This leads to overstated performance metrics and ineffective decision-making.
✅ Implementing Incrementality Testing – Matt shares proven methodologies for designing controlled experiments and randomized testing to measure the incremental effect of retail media campaigns. By leveraging these techniques, brands can separate real impact from noise.
✅ Data-Driven Decision Making – To maximize marketing effectiveness, brands need to move beyond surface-level metrics. With advanced analytics and AI-powered measurement, OptiMine can help brands make smarter investment decisions that drive true business growth.
What You’ll Learn
By watching this presentation, you’ll gain expert insights into:
✔️ How to identify and measure true incremental impact in retail media
✔️ Common pitfalls in attribution models and how to avoid them
✔️ Strategies for designing incrementality experiments that work
✔️ How advanced analytics can transform your retail media strategy
At OptiMine, we believe better measurement leads to better decisions. If you want to learn how to optimize your retail media investments and drive real business impact, watch the recorded presentation now: