See more
… specific experimental methodologies to measure absolute incrementality, allowing us to measure the causal impact of our advertising spend. Outputs of these experiments are used to calibrate our multi-touch attrib…
Absolute Incrementality: If we do not spend money on a given marketing channel, how much would the number of listings on Ai…
Relative Incrementality: How many more listings did a treatment variant bring over the control (example: changes to a biddi…