Incrementality Testing

Travel industries face numerous challenges when marketing online. To help you better understand how to form your marketing strategy for the modern world, we’ve compiled a series of 2-minute podcasts hosted by Jim Price, Head of Travel for RTB House America. Here’s a sneak peek of the first few.

Way back in the late 19th century, the U.S. merchant John Wanamaker coined the often-quoted phrase, “Half the money I spend on advertising is wasted, the trouble is, I don’t know which half.” It was true then, and it’s still true for many businesses today. But, if you do want a clearer picture on where to best focus your budget, there are sophisticated digital tools out there now that can help. But which tools and methodologies should your brand use?

Where are we in the evolution of artificial intelligence, and what is its place in the marketing ecosystem? To harness the true future potential of any technology, we need to understand its capabilities and limitations today.