Podcast | Incrementality: Myth or Reality?
Now Available On-Demand
About This Podcast
Now available on‑demand, this LinkedIn Live webinar, co-hosted by The FMCG Guys featuring experts from NIQ and Incremental explores one of the most critical topics in modern retail media: one of the most controversial — yet most desired — terms: Incrementality.
Incrementality—what it truly means, why it matters, and how brands can build the right foundations to measure it accurately.
This session breaks down the reality behind claims of “incremental lift,” the pitfalls of incomplete data, and the future role of AI-driven measurement.
What You’ll Learn
- Foundations for True Incrementality
- Understanding Incrementality vs. Other Metrics. How should Incrementality actually be measured?
- Role and Limitations of Marketing Mix Modelling (MMM)
- Importance of Data Quality, Governance & Organizational Readiness: The critical (and often overlooked) role of accurate data
- Retailer Enablement & Ecosystem Collaboration
- The Pragmatic Path Forward and Tips for Retailers to Prove the Model Really Works
Speakers
Salim Bachatene
SVP, Global Ecommerce Sales
NielsenIQ
Daniel Torres Dwyer
Podcast Founder & Co-Host
The FMCG Guys
Efrain Rosario
Co-Founder & Host
The FMCG Guys
Interested in NIQ’s Omnichannel & Ecommerce Solutions?
If you’d like to explore how NIQ can help you measure true incrementality, optimize retail media performance, and unlock unified omnichannel insights across markets, we’d love to connect with you.
