The Path to Incrementality: Lessons from SeatGeek

Shoji Ueki

Head of Marketing and Analytics at SeatGeek

Learning Objectives

Paid marketing is a huge growth driver and the biggest expense item for most of our companies. Given that, understanding the true incrementality (not just what Facebook and Google are reporting) is critical to effectively scaling your business. But what does that mean? And how do you get there? This session will provide a framework for getting from where you are today to a true understanding of marketing incrementality. And you’ll hear practical lessons from SeatGeek’s current journey along that path.