According to a recent LinkedIn post from Kard, the company is drawing attention to incrementality testing as a key metric for assessing the true impact of marketing in retail and commerce media. The post contrasts basic attribution, which identifies who converted, with incrementality, which aims to explain why a conversion occurred and whether marketing activity actually drove it.
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The post notes that 71% of advertisers reportedly rank incrementality as their most important KPI in the current boom of retail and commerce media. Kard’s content appears to promote a new blog that explains how incrementality testing works, the strategic value it can unlock, and examples of how merchants are applying it today, including benchmarkable results.
For investors, this emphasis suggests Kard is positioning itself around advanced measurement and performance analytics capabilities within the retail media ecosystem. If the firm can help advertisers more accurately quantify causal impact and optimize spend, it could enhance the perceived value of Kard’s platform, potentially supporting customer retention, pricing power, and long-term revenue growth.
The focus on real merchant use cases and benchmarking implies an effort to build credibility and provide actionable data rather than high-level theory. In a segment where budgets are increasingly scrutinized, tools that demonstrate incremental lift may gain share, which could improve Kard’s competitive standing against other retail media and marketing analytics providers.