• 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 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, coFew readers

• Planning the Adoption Phase

  Anatomy of the Adoption Phase For the most part, the adoption phase consists of the following steps: Fill out the Adoption Plan (provided by your Customer Success Manager) Finalize initial experiments to ensure data is reasonably calibrated Ensure data will be imported into Polaris at your normal optimization frequency Ensure Polaris's incrementality metrics are available to all people and tools necessary to execute the normal marketing processes Begin executing the normal marFew readers

• Adoption Impact Analysis

  Methodology In order to perform the performance impact analysis, we use the synthetic control method to establish an expectation of performance in each adoption country based on similar countries that are not participating in the adoption phase. That expectation represents the control. It is important that marketing continues to be driven based on last touch data in those non-participating countries. The observed change in each participating countrFew readers

• Adoption Analysis Data Packages

  Each adoption analysis data package is a zip archive that contains results and underlying data for one app. Each contains 4 subfolders: plots, raw, results, and weights. Aggregated Results These files reside in the results subfolder and provide everything you need to evaluate the adoption phase’s impact on performance metrics. All other files in the data package contain either underlying data you can use to validate our impact analysis methodology or different views of the same data.Few readers

• Adoption Phase Takeaways

  At the end of the adoption phase, you will understand how to add incrementality into your marketing process through privacy-centric incrementality metrics provided by Polaris. Second, you will have the tools and knowledge to calibrate incrementality measurement data and make it more and more accurate through regular ground truth experimentation. Lastly, you will see the uplift of using incrementality metrics in your day-to-day marketing process and high level marketing strategy. This will alloFew readers