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When the Game Changes the Game: Measuring True Incrementality in a World of Sports, Screens, and Noise
DraftKings does not advertise in a vacuum. Game schedules shift. Big matches steal attention. Linear TV spikes. Audio hums in the background. And yet marketers are still expected to answer one question: what actually drove growth? In this session, DraftKings and INCRMNTAL pull back the curtain on how incrementality can be measured while accounting for real world chaos. From live sports calendars and major events to linear TV and audio investment, we will show how separating signal from noise changes how performance is understood and optimized. f your measurement ignores what fans are actually watching, listening to, and reacting to, it is lying to you.
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