Incrementality
2 post(s)
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4 CRM shifts in 2026: incrementality, zero-party data journeys, and loyalty that changes behaviour
A credited summary of Optimove’s take on four CRM marketing shifts: speaking in incremental lift, designing zero-party data capture as a journey, earning attention fast, and closing the gap between loyalty membership and loyalty behaviour.
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Mobile growth after privacy: stop chasing perfect attribution, build a signal system
Mobile Growth Association’s thesis: privacy didn’t remove data, it redistributed it. Winning teams integrate platform signals, cohorts, and incrementality tests into a single decision system.