Measuring Incrementality on Amazon

Join this session to explore the history of ROAS and the new approaches to iROAS (incremental return on ad spend). Amazon vendors and sellers want their media dollars to go to driving sales that would not have happened without the media spend, but we all know that inevitably some % of your budget is spent on shoppers who would have bought your products anyways. In this session, Jeremy Dodge will review some of the approaches to calculating iROAS in the industry today, and why none of them actually achieve a perfect KPI to follow.

Learning Objectives:

1. Understand why ROAS should not be your main KPI.
2. Learn how different people calculate iROAS.
3. Develop a bespoke strategy for determining incrementality for your products.