user-level data

Breaking down how incrementality complements multitouch attribution and media mix modeling, and how advances in AI and ML have evolved incrementality measurement beyond A/B testing.

This article is sponsored by MoPub. The use of user-level data is getting a lot of attention in the mobile in-app space today. More app publishers are leveraging paid user acquisition to attract and retain users. To differentiate in an increasingly competitive market, publishers need to be able to identify profitable campaigns from loss-making ones. […]