Incrementality reveals true ad value

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The 5-Step Process to Eliminate Marketing Waste

Traditional attribution often overstates the impact of ads, crediting conversions that would have happened anyway. Incrementality flips the script, asking the real question: Did marketing truly drive this result? By focusing on incremental outcomes instead of vanity metrics, you can uncover waste, reallocate budget, and align marketing with financial performance.

Steps to Expose Marketing Waste

1️⃣ Run a Measurement Audit:
Map how each channel is currently measured. Audit overlaps that create false wins and highlight tactics most likely to be non-incremental, retargeting often tops the list.

2️⃣ Test High-Spend Channels First:
Focus on the platforms consuming most of your budget. Run geo-based experiments to reduce spend in specific markets and measure sales impact. If revenue doesn’t dip, you were paying for non-incremental conversions.

3️⃣ Cut and Reallocate:
Remove wasted spend from underperforming channels and reallocate toward those with higher marginal returns. Focus on net-new customers, not harvesting demand that would convert regardless.

4️⃣ Experiment with Top-of-Funnel:
Invest in brand-building and awareness channels that introduce your product to fresh audiences. Strong top-of-funnel marketing lowers costs across the board and drives long-term growth.

5️⃣ Build a Measurement Program:
Embed incrementality as a decision framework across your business. Create systems that connect marketing and finance, ensuring everyone speaks the same language of contribution margin and profitability.

The Takeaway
Incrementality shifts the conversation from “What’s my ROAS?” to “Where should I invest the next dollar for the most profit?” By auditing measurement, testing spend, and aligning with financial metrics, you cut waste and maximize growth. The brands that survive will be those that know exactly which dollars drive results and which don’t.

Run AI Locally With Google AI Edge Gallery

AI isn’t limited to the cloud anymore. With Google’s AI Edge Gallery, you can now run powerful models directly on your phone — no internet connection required. From image Q&A to audio transcription and translation, everything happens locally, giving you speed, privacy, and flexibility. Here’s how to set it up.

Steps to Use AI Edge Gallery

1️⃣ Download the App:
Open the Google Play Store, search for Google AI Edge Gallery, and download the app. This is your gateway to running on-device AI without relying on servers.

2️⃣ Choose a Mode:
After launching the app, select the mode you’d like to use: chat, transcription, translation, summarization, or coding. Each mode tailors the AI for your task.

3️⃣ Select the Model:
Pick from different Gemma models. Larger models provide stronger performance but run slower and demand more resources. For less powerful devices, select the smallest option to keep things smooth.

4️⃣ Start Creating and Exploring:
Upload an image and ask questions about it, transcribe or translate audio, summarize text, or engage in multi-turn conversations. Since everything runs locally, you don’t need an internet connection to power these workflows.

5️⃣ Refine and Expand:
You can experiment with prompts, ask follow-up questions, or try different file types. The flexibility of Gemma models means you can handle everyday productivity tasks or even lightweight coding directly on your device.

The Takeaway
Google AI Edge Gallery brings high-performance AI straight to your pocket. By running models locally, you maintain privacy, reduce latency, and unlock creative and practical use cases without relying on cloud access. With just a few steps, your phone transforms into a personal AI workstation.

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