Data insights with Gaurav Bhaya and Patrick Gilbert

If you aren’t testing for incrementality, you’re likely paying for customers who were going to buy from you anyway. ROAS is often a “real-time gauge” that reflects correlation – it tells you what happened, but it doesn’t prove your ads caused it. To find that truth, you need to shift your marketing culture from assumed credit to causal proof. As Gaurav Bhaya (VP of Ads & Analytics at Google) and Patrick Gilbert (CEO at @AdVenture Media) emphasize, you need to upgrade your technology to move beyond defensive reporting and start reporting offensively. Testing turns marketing costs into gro…