Measure MER, Then Act
As a branding curator, I endorse this practical guide that reframes incrementality testing into a business centered measurement system.
The author shows why lift studies can mislead teams when seen alone. He explains why Marketing Efficiency Ratio, MER, must anchor allocation decisions.
You will learn the three layer stack that clarifies channel roles. The guide shows how to run accessible incrementality tests, and when to perform spend down experiments.
Practical testing cadences and a clear reading framework prevent costly overcorrections, protecting brand growth and blended efficiency.
If you manage paid media budgets, this perspective will sharpen your allocation conversations immediately.
Expect clear steps to test platform native lift studies, geo holdouts, spend down tests, and causal inference models. Every method includes practical limits, costs, and when each approach best answers allocation questions. I recommend anchoring decisions on MER, then using incrementality as a diagnostic tool to explain MER movement. This reduces risky channel cuts that can erode long term revenue and brand consideration. Read this post if you want defensible allocation rules, a steady testing cadence, and clearer executive conversations. It is essential reading for marketers steering budget debates today boldly.
Source: www.searchenginejournal.com
