Optimizing for Incrementality in Retail Media | Incremental & Bayer (USA)

Incremental and Bayer partnered to improve media efficiency in retail media by using incrementality-based measurement. They address the challenge of optimizing retail media spend by moving beyond last-touch attribution. The project uses a triangulation approach combining hierarchical regressions, designed experiments, and quasi-experiments to measure incremental impact and optimize budget allocation. This resulted in a 32% increase in incremental ROI for Bayer.