Adoption Phase Goals
There are two primary goals of the adoption phase:
Obtain practical hands-on experience with Polaris
Evaluate the performance impact of adopting incrementality data into your processes
Hands-on experience with Polaris gives each stakeholder the confidence that processes can be adapted to use incrementality data and the necessary coordination across teams and between team members can be maintained. It will also make clear the intrinsic value of having consistent, comprehensive, granular measurement data for decision-making, especially where performance data isn't otherwise readily available (such as on iOS, post-SKAdNetwork).
In order to evaluate the performance impact of adopting incrementality data, one or more countries will be selected to participate in the adoption phase. In those countries, the current marketing process will continue as normal during the adoption phase except that the data driving the process will be Polaris's incrementality metrics rather than last touch. All other countries will continue using last touch metrics to provide a control.
This will demonstrate the very tangible benefit of driving marketing based on true value (incrementality) rather than last touch. While it very much depends on business goals and marketing strategy, normally, returns will increase due to a decrease in spend on ineffective media sources that are overvalued by last touch. Often, volumes (revenue, installs) will also increase due to spend increasing on media sources that were being undervalued by last touch.
Obtain practical hands-on experience with Polaris
Evaluate the performance impact of adopting incrementality data into your processes
Hands-On Experience
Hands-on experience with Polaris gives each stakeholder the confidence that processes can be adapted to use incrementality data and the necessary coordination across teams and between team members can be maintained. It will also make clear the intrinsic value of having consistent, comprehensive, granular measurement data for decision-making, especially where performance data isn't otherwise readily available (such as on iOS, post-SKAdNetwork).
Performance Impact
In order to evaluate the performance impact of adopting incrementality data, one or more countries will be selected to participate in the adoption phase. In those countries, the current marketing process will continue as normal during the adoption phase except that the data driving the process will be Polaris's incrementality metrics rather than last touch. All other countries will continue using last touch metrics to provide a control.
This will demonstrate the very tangible benefit of driving marketing based on true value (incrementality) rather than last touch. While it very much depends on business goals and marketing strategy, normally, returns will increase due to a decrease in spend on ineffective media sources that are overvalued by last touch. Often, volumes (revenue, installs) will also increase due to spend increasing on media sources that were being undervalued by last touch.
Updated on: 28/07/2022
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