Anastasiia Stefanska
Business Intelligence Analyst, OLX Group
Session: Incrementality Attribution for Marketing Performance Optimisation
- , May 26th 2023, Deep dive
We will cover the complete How-To Guide for using the incrementality methodology for attribution in digital performance-oriented marketing to optimize the performance of the marketing channels and increasing ROI by applying testing in combination with causal impact analysis.
We will discuss testing techniques and common analytical frameworks with a particular focus on upper-funnel channels to overcome view-through attribution limitation.
Biography
I have 8 years of combined digital marketing and analytics expertise through experience working at Google, PwC as well as startups Blacklane, BlaBlaCar and Quandoo. Currently working for OLX Group, a network of leading marketplaces present in 30+ countries with 20+ brands. Area of expertise: developing an attribution model and exploring the incrementality measurement opportunities for marketing optimization.