The NEXT!LETTER August 2024: The Problem with Incremental Testing and the Party of the Year

Welcome to the latest edition of?NEXT!LETTER, where we bring you the?insider insights?and?industry news?that you need to?bring your brand to the next level.

This month, we announce the new?SMARTIES? categories designed to celebrate marketers like you, acquisitions bringing "magic" to the commercial analytics scene, why incremental testing leaves money on the table, and the exclusive DMEXCO benefits you can't miss.?

Enjoy a Major DMEXCO Discount and Exclusive Conference Access

We know how to make the most of DMEXCO, and we're committed to ensuring our members do, too. This year, MMA members can enjoy a 30% discount on all conference tickets, along with VIP access to our MMA Germany meeting point and Amplitude's booth. Mark your calendars for September 18-19 and email Müge Akko?o?lu ([email protected]) to take advantage of this special offer.

Kick off DMEXCO in Style with a PREMEXCO Party!

When it comes to conference pre-games, no one does it better than PREMEXCO. It’s more than just another networking party—we bring the energy (and the beverages) to create a night that blends the best of networking with next-level excitement. This event is invite-only, and we cap the guest list, so request your invite now to ensure you’re part of this exclusive experience.

New Opportunities to Win Big at the SMARTIES? Ceremony

As the market evolves, so do we—introducing new categories for this year’s second annual SMARTIES? DACH competition. Entrants now have the opportunity to showcase their standout work in emerging tech marketing, impact media, creative marketing, and e-commerce marketing. Review the official guidelines for category details and submission instructions before the fast-approaching deadline.

Navigating the Maze: Avoiding the Pitfalls of Incrementality Tests

Test and Learn strategies are powerful, but relying on them alone can lead to flawed insights. New findings from Analytic Partners demonstrate that contamination in incrementality tests can distort business decisions, often leading to misleading outcomes. Luckily, there’s a solution: marketers can safeguard their strategies by adopting a more integrated approach. Discover how in the latest Analytic Partners whitepaper, which outlines key steps to mitigate risk and ensure accurate, actionable insights.

Analytic Partners Conjures "Magic" with Latest?Acquisition

Analytic Partners is shaking up the commercial analytics scene with its strategic acquisition of Magic Numbers, a savvy UK-based firm known for its innovative approach to marketing analytics. This bold move is set to amplify their presence across Europe, particularly in the UK and EMEA markets. For DACH region marketers, this expansion could be a game-changer, offering access to cutting-edge analytics tools and deeper consumer insights.

About the MMA:

MMA Global's German Local Council MMA Germany is a pioneering knowledge hub that empowers marketers to understand global tech trends and shape the future of marketing.

Comprised of over 800 member companies globally and 15 regional offices, the MMA is the only marketing trade association that brings together the full ecosystem of marketers, martech and media companies working collaboratively to architect the future of marketing while relentlessly delivering growth today. Led by CMOs, the MMA helps marketers lead the imperative for marketing change – in ways that enable future breakthroughs while optimizing current activities. The MMA is committed to science and questioning and believes that creating marketing impact is steeped in constructively challenging the status quo, encouraging business leaders to aggressively adopt proven, peer-driven and scientific best practices without compromise. The MMA invests millions of dollars in rigorous research to enable marketers with unassailable truth and actionable tools. By enlightening, empowering and enabling marketers, the MMA shapes future success while also propelling business growth.