--- title: Using Incrementality and Aligned Incentives to Improve ROI description: Be confident the time and money you're spending on growing your business make a difference. Explore ways to measure CAC and LTV incrementality. image: https://web3growthassociation.com/hubfs/Screen%20Shot%202021-01-25%20at%204.01.33%20PM.png --- [![MGA Logo_Horizontal-Color-434px](https://web3growthassociation.com/hs-fs/hubfs/MGA%20Logo_Horizontal-Color-434px.png?width=217&height=26&name=MGA%20Logo_Horizontal-Color-434px.png "MGA Logo_Horizontal-Color-434px")](https://web3growthassociation.com/) Open Search Events [MGS 22 Las Vegas](https://events.bizzabo.com/358800) [Executive Connect](https://events.bizzabo.com/executiveconnect) [Women Of The Year Awards 2022](https://widgets.mobilegrowthassociation.com/events/mgs-22/page/2031094/women-of-the-year-awards) [See All Events](https://web3growthassociation.com/events) [APPLY TO SPEAK](https://web3growthassociation.com/speaker-application) APPLY TO SPONSOR Webinars & Webcasts [MGA Webinars](https://web3growthassociation.com/webinars) [APPLY TO SPEAK](https://web3growthassociation.com/speaker-application) APPLY TO SPONSOR Podcasts [Fintech Growth Talk](https://web3growthassociation.com/fintech) Channels [User Acquistion](https://www.mobilegrowthsummit.com/all-media?ua) [Retention & Engagement](https://www.mobilegrowthsummit.com/all-media?re) [Artificial Intelligence](https://www.mobilegrowthsummit.com/all-media?ai) [Monetization](https://www.mobilegrowthsummit.com/all-media?monetization) [LTV](https://www.mobilegrowthsummit.com/all-media?ltv) [Mobile Gaming](https://www.mobilegrowthsummit.com/all-media?gaming) [See All Media](https://web3growthassociation.com/all-media) [SUBMIT ARTICLE IDEA](https://share.hsforms.com/1qyaCXBsCRHyus5ftkoqRXw34v9x?__hstc=17895014.67ed4e0440429f7fd858dbdaa6017f42.1596082292944.1610407079532.1610469949158.104&__hssc=17895014.1.1610469949158&__hsfp=555322576) [Industry Jobs](https://careers.mobilegrowthassociation.com) [Join Now](https://web3growthassociation.com/membership) Open Search Close Search [  Leverage the Power of Shared Audiences with App Collaborations](https://web3growthassociation.com/blog/leverage-the-power-of-shared-audiences-with-app-collaborations) [How Fintech Can Bridge the Wealth Gap  ](https://web3growthassociation.com/blog/wealthgap) # Using Incrementality and Aligned Incentives to Improve ROI ![](https://web3growthassociation.com/hubfs/Screen%20Shot%202021-01-25%20at%204.01.33%20PM.png) [Rebecca Castellani](https://web3growthassociation.com/blog/author/rebecca-castellani) Posted Feb 4, 2021 [mailto:?subject=Check%20out%20Using%20Incrementality%20and%20Aligned%20Incentives%20to%20Improve%20ROI%20&body=Check%20out%20https://web3growthassociation.com/blog/using-incrementality-and-aligned-incentives-to-improve-roi&utm_medium=social&utm_source=email](mailto:?subject=Check%20out%20Using%20Incrementality%20and%20Aligned%20Incentives%20to%20Improve%20ROI%20&body=Check%20out%20https://web3growthassociation.com/blog/using-incrementality-and-aligned-incentives-to-improve-roi&utm_medium=social&utm_source=email) [Featured](https://web3growthassociation.com/blog/tag/featured) [User Acquisition](https://web3growthassociation.com/blog/tag/user-acquisition) [LTV](https://web3growthassociation.com/blog/tag/ltv) In this session from MGS Deep Dives LTV, Alex Weinstein, SVP of Growth at GrubHub, explains how incrementality and alignment of incentives can accurately measure return on investment (ROI) and determine lifetime value (LTV). Topics covered in Weinstein’s session include: - Determining who your customers are, predicting the quality of those customers, and comparing the costs of customer acquisition to achieve profitable growth - How to understand what portion of spend is driving incremental behavior (incrementality) - Understanding SEM Google marketing and using a/b testing to differentiate between paid keywords and organic results  - Calculating the totality of your customer acquisition cost (CAC) - How to run geo experiments (sister market tests)  - Optimizing spend by understanding the difference between your incentives and the incentives of your advertising reps - Aligning internal incentives - Insourcing vs outsourcing incrementality, a/b testing, etc. For more on measuring incrementality and improving ROI, tune in to Weinstein’s full session. #### [![](https://web3growthassociation.com/hubfs/icon-calendar.svg) Upcoming Events](https://web3growthassociation.com/events) #### [![MGA Podcasts](https://web3growthassociation.com/hubfs/icon-podcasts.png) Podcasts](https://web3growthassociation.com/podcasts) ##### [![Simplifying Taxes for Freelancers](https://web3growthassociation.com/hs-fs/hubfs/image001-2.jpg?width=300&name=image001-2.jpg) Simplifying Taxes for Freelancers Posted Feb 15, 2022](https://web3growthassociation.com/podcasts/simplifying-taxes-for-freelancers) ##### [![Unlocking the Potential of Financial Services with AI](https://web3growthassociation.com/hs-fs/hubfs/Fintech-Growth-Talk---Kevin-Levitt.jpg?width=300&name=Fintech-Growth-Talk---Kevin-Levitt.jpg) Unlocking the Potential of Financial Services with AI Posted Dec 29, 2021](https://web3growthassociation.com/podcasts/unlocking-the-potential-of-financial-services-with-ai) ##### [![AARP: The intersection of Health Tech and Fintech](https://web3growthassociation.com/hs-fs/hubfs/image001-1.jpg?width=300&name=image001-1.jpg) AARP: The intersection of Health Tech and Fintech Posted Dec 10, 2021](https://web3growthassociation.com/podcasts/aarp-the-intersection-of-health-tech-and-fintech) ##### [![FinTech and mobile strategy insights from Google](https://web3growthassociation.com/hs-fs/hubfs/Cherlene-Jolly%20V2.jpg?width=300&name=Cherlene-Jolly%20V2.jpg) FinTech and mobile strategy insights from Google Posted Nov 27, 2021](https://web3growthassociation.com/podcasts/fintech-and-mobile-strategy-insights-from-google) ##### [![Rebuilding the financial services ecosystem one API at a time](https://web3growthassociation.com/hs-fs/hubfs/Fintech---Richie-Serna.jpg?width=300&name=Fintech---Richie-Serna.jpg) Rebuilding the financial services ecosystem one API at a time Posted Nov 10, 2021](https://web3growthassociation.com/podcasts/rebuilding-the-financial-services-ecosystem-one-api-at-a-time) ### Recommended Articles #### [![Where the action and the money *really* is in mobile gaming apps](https://web3growthassociation.com/hs-fs/hubfs/Website%20Images/Podcast%20Images/All/NebojshaMitrikeski_mediaThumbnail-650x325.jpg?width=300&name=NebojshaMitrikeski_mediaThumbnail-650x325.jpg) Where the action and the money \*really\* is in ... 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