{"id":366,"date":"2025-05-12T21:56:48","date_gmt":"2025-05-13T05:56:48","guid":{"rendered":"https:\/\/attrisight.com\/?p=366"},"modified":"2025-05-24T16:30:29","modified_gmt":"2025-05-25T00:30:29","slug":"%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4","status":"publish","type":"post","link":"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/","title":{"rendered":"\uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8: \ub9c8\ucf00\ud305 \uc5b4\ud2b8\ub9ac\ubdf0\uc158\uc758 \uc218\uc900\uc744 \ud55c \ub2e8\uacc4 \ub04c\uc5b4\uc62c\ub9ac\uae30"},"content":{"rendered":"\ub04a\uc784\uc5c6\uc774 \uc9c4\ud654\ud558\ub294 \ub514\uc9c0\ud138 \ub9c8\ucf00\ud305 \ud658\uacbd\uc5d0\uc11c 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\uc0b4\ud3b4\ubcf4\uaca0\uc2b5\ub2c8\ub2e4.\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\ubaa9\ucc28<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"\ubaa9\ucc28 \ud1a0\uae00\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">\ube44\ub140\uc7a5<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" 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\uc778\uacfc\uc801 \uc811\uadfc \ubc29\uc2dd<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#What_Is_Incrementality_Testing\" >\uc99d\ubd84 \ud14c\uc2a4\ud2b8\ub780 \ubb34\uc5c7\uc778\uac00\uc694?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#The_Incrementality_Formula\" >\uc99d\ubd84\uc131 \uacf5\uc2dd<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#The_Limitations_of_Traditional_Attribution_Models\" >\uae30\uc874 \uadc0\uc18d \ubaa8\ub378\uc758 \ud55c\uacc4<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#Incrementality_Testing_vs_Other_Measurement_Approaches\" >\uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8 vs. \uae30\ud0c0 \uce21\uc815 \uc811\uadfc \ubc29\uc2dd<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#How_Incrementality_Testing_Complements_Attribution_Models\" >\uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\uac00 \uadc0\uc18d \ubaa8\ub378\uc744 \ubcf4\uc644\ud558\ub294 \ubc29\uc2dd<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#Types_of_Incrementality_Testing_Methodologies\" >\uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8 \ubc29\ubc95\ub860\uc758 \uc720\ud615<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#1_Intent-to-Treat_ITT_Testing\" >1. \uce58\ub8cc \uc758\ub3c4(ITT) \ud14c\uc2a4\ud2b8<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#2_PSA_Public_Service_Announcement_Testing\" >2. PSA(\uacf5\uc775\uad11\uace0) \ud14c\uc2a4\ud2b8<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#3_Ghost_Ads\" >3. \uace0\uc2a4\ud2b8 \uad11\uace0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#4_Ghost_Bidding\" >4. \uace0\uc2a4\ud2b8 \ube44\ub529<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#5_Geo-Experimentation\" >5. \uc9c0\uad6c \uc2e4\ud5d8<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#Implementing_Incrementality_Testing_A_Step-by-Step_Guide\" >\uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8 \uad6c\ud604: \ub2e8\uacc4\ubcc4 \uac00\uc774\ub4dc<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#1_Define_Clear_Objectives_and_Hypotheses\" >1. \uba85\ud655\ud55c \ubaa9\ud45c\uc640 \uac00\uc124\uc744 \uc815\uc758\ud558\uc138\uc694<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#2_Design_the_Experiment\" >2. \uc2e4\ud5d8 \uc124\uacc4<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#3_Set_Up_Proper_Measurement_Infrastructure\" >3. \uc801\uc808\ud55c \uce21\uc815 \uc778\ud504\ub77c \uad6c\ucd95<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#4_Execute_the_Test\" >4. \ud14c\uc2a4\ud2b8 \uc2e4\ud589<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#5_Analyze_Results_and_Extract_Insights\" >5. \uacb0\uacfc \ubd84\uc11d \ubc0f \ud1b5\ucc30\ub825 \ucd94\ucd9c<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#6_Take_Action_and_Iterate\" >6. \uc870\uce58\ub97c \ucde8\ud558\uace0 \ubc18\ubcf5\ud558\uc138\uc694<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#Real-World_Incrementality_Testing_Case_Studies\" >\uc2e4\uc81c \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8 \uc0ac\ub840 \uc5f0\uad6c<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#Case_Study_1_E-Commerce_Retailer_Evaluates_Social_Media_Impact\" >\uc0ac\ub840 \uc5f0\uad6c 1: \uc804\uc790\uc0c1\uac70\ub798 \uc18c\ub9e4\uc5c5\uccb4, \uc18c\uc15c \ubbf8\ub514\uc5b4 \uc601\ud5a5 \ud3c9\uac00<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#Case_Study_2_SaaS_Company_Resolves_Attribution_Conflict\" >\uc0ac\ub840 \uc5f0\uad6c 2: SaaS \ud68c\uc0ac\uc758 \uadc0\uc18d \ucda9\ub3cc \ud574\uacb0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#Case_Study_3_Incrementality_Testing_Reveals_True_Impact_of_Display_Advertising\" >\uc0ac\ub840 \uc5f0\uad6c 3: \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub97c \ud1b5\ud574 \ub514\uc2a4\ud50c\ub808\uc774 \uad11\uace0\uc758 \uc9c4\uc815\ud55c \ud6a8\uacfc\ub97c \ud655\uc778<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#Challenges_and_Best_Practices_in_Incrementality_Testing\" >\uc99d\ubd84 \ud14c\uc2a4\ud2b8\uc758 \uacfc\uc81c\uc640 \ubaa8\ubc94 \uc0ac\ub840<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#Common_Challenges\" >\uc77c\ubc18\uc801\uc778 \uacfc\uc81c<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#1_Statistical_Significance\" >1. \ud1b5\uacc4\uc801 \uc720\uc758\uc131<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#2_Test_Contamination\" >2. \uc624\uc5fc \ud14c\uc2a4\ud2b8<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#3_Selection_Bias\" >3. \uc120\ud0dd \ud3b8\ud5a5<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-29\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#4_Measurement_Across_Multiple_Devices_and_Platforms\" >4. \ub2e4\uc591\ud55c \uae30\uae30 \ubc0f \ud50c\ub7ab\ud3fc\uc5d0\uc11c\uc758 \uce21\uc815<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-30\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#Best_Practices_for_Successful_Incrementality_Testing\" >\uc131\uacf5\uc801\uc778 \uc99d\ubd84 \ud14c\uc2a4\ud2b8\ub97c \uc704\ud55c \ubaa8\ubc94 \uc0ac\ub840<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-31\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#1_Start_With_High-Impact_Channels\" >1. \uc601\ud5a5\ub825\uc774 \ud070 \ucc44\ub110\ubd80\ud130 \uc2dc\uc791\ud558\uc138\uc694<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-32\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#2_Implement_Continuous_Testing_Cycles\" >2. \uc9c0\uc18d\uc801\uc778 \ud14c\uc2a4\ud2b8 \uc8fc\uae30\ub97c \uad6c\ud604\ud558\uc138\uc694<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-33\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#3_Test_at_Different_Funnel_Stages\" >3. \ub2e4\uc591\ud55c \ud37c\ub110 \ub2e8\uacc4\uc5d0\uc11c \ud14c\uc2a4\ud2b8<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-34\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#4_Combine_With_Other_Measurement_Approaches\" >4. \ub2e4\ub978 \uce21\uc815 \uc811\uadfc \ubc29\uc2dd\uacfc \uacb0\ud569<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-35\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#5_Focus_on_Business_Outcomes\" >5. \ube44\uc988\ub2c8\uc2a4 \uacb0\uacfc\uc5d0 \uc9d1\uc911\ud558\uc138\uc694<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-36\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#The_Future_of_Incrementality_Testing\" >\uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\uc758 \ubbf8\ub798<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-37\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#1_Privacy-First_Incrementality_Methods\" >1. \uac1c\uc778 \uc815\ubcf4 \ubcf4\ud638 \uc6b0\uc120 \uc99d\ubd84 \ubc29\uc2dd<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-38\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#2_AI-Powered_Incrementality_Analysis\" >2. AI \uae30\ubc18 \uc99d\ubd84 \ubd84\uc11d<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-39\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#3_Integrated_Measurement_Frameworks\" >3. \ud1b5\ud569 \uce21\uc815 \ud504\ub808\uc784\uc6cc\ud06c<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-40\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#4_Real-Time_Incrementality_Insights\" >4. \uc2e4\uc2dc\uac04 \uc99d\ubd84\uc131 \ud1b5\ucc30\ub825<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-41\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#Conclusion_Elevating_Your_Attribution_with_Incrementality_Testing\" >\uacb0\ub860: \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub97c \ud1b5\ud55c \uadc0\uc18d\uc131 \ud5a5\uc0c1<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-42\" href=\"https:\/\/attrisight.com\/ko\/%ec%a6%9d%eb%b6%84%ec%84%b1-%ed%85%8c%ec%8a%a4%ed%8a%b8%eb%a1%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ea%b7%80%ec%86%8d%ec%9d%84-%ed%95%9c-%eb%8b%a8%ea%b3%84-%eb%8d%94-%eb%b0%9c%ec%a0%84%ec%8b%9c%ed%82%a4\/#Academic_References\" >\ud559\uc220 \ucc38\uace0\ubb38\ud5cc<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"understanding-incrementality-testing%3A-the-causal-approach-to-attribution\" tabindex=\"-1\" data-source-line=\"7-7\"><span class=\"ez-toc-section\" id=\"Understanding_Incrementality_Testing_The_Causal_Approach_to_Attribution\"><\/span>\uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8 \uc774\ud574: \uadc0\uc778\uc5d0 \ub300\ud55c \uc778\uacfc\uc801 \uc811\uadfc \ubc29\uc2dd<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 id=\"what-is-incrementality-testing%3F\" tabindex=\"-1\" data-source-line=\"9-9\"><span class=\"ez-toc-section\" id=\"What_Is_Incrementality_Testing\"><\/span>\uc99d\ubd84 \ud14c\uc2a4\ud2b8\ub780 \ubb34\uc5c7\uc778\uac00\uc694?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub294 \ub9c8\ucf00\ud305 \ud65c\ub3d9\uc774 \ube44\uc988\ub2c8\uc2a4 \uc131\uacfc\uc5d0 \ubbf8\uce58\ub294 \uc9c4\uc815\ud55c \uc778\uacfc\uc801 \uc601\ud5a5\uc744 \uce21\uc815\ud558\ub294 \uacfc\ud559\uc801 \ubc29\ubc95\ub860\uc785\ub2c8\ub2e4. \uace0\uac1d \uc5ec\uc815\uc758 \uc811\uc810\uc744 \uae30\ubc18\uc73c\ub85c \uae30\uc5ec\ub3c4\ub97c \ubd80\uc5ec\ud558\ub294 \uae30\uc874 \uae30\uc5ec \ubaa8\ub378\uacfc \ub2ec\ub9ac, \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub294 \ub9c8\ucf00\ud305 \ud65c\ub3d9\uc5d0 \ub178\ucd9c\ub41c \ud14c\uc2a4\ud2b8 \uadf8\ub8f9\uacfc \ub178\ucd9c\ub418\uc9c0 \uc54a\uc740 \ub300\uc870\uad70 \uac04\uc758 \uacb0\uacfc\ub97c \ube44\uad50\ud558\uc5ec \ud2b9\uc815 \ub9c8\ucf00\ud305 \ud65c\ub3d9\uc758 \uc21c\ud6a8\uacfc\ub97c \ubd84\ub9ac\ud569\ub2c8\ub2e4. \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\uac00 \ub2f5\ud558\ub294 \uadfc\ubcf8\uc801\uc778 \uc9c8\ubb38\uc740 &quot;\uc774 \ub9c8\ucf00\ud305 \ud65c\ub3d9\uc744 \uc2e4\ud589\ud558\uc9c0 \uc54a\uc558\ub2e4\uba74 \uc5b4\ub5a4 \uc77c\uc774 \uc77c\uc5b4\ub0ac\uc744\uae4c?&quot;\uc785\ub2c8\ub2e4. \uc774\ub97c \ud1b5\ud574 \ub9c8\ucf00\ud305 \ud65c\ub3d9\uc73c\ub85c \uc778\ud574 \ubc1c\uc0dd\ud55c \ucd94\uac00\uc801\uc778 \uc804\ud658, \uc218\uc775 \ub610\ub294 \uae30\ud0c0 \uc6d0\ud558\ub294 \uacb0\uacfc, \uc989 \uc9c4\uc815\ud55c \uc99d\ubd84 \uac00\uce58\ub97c \uc54c \uc218 \uc788\uc2b5\ub2c8\ub2e4. Johnson \uc678 \uc5f0\uad6c\uc9c4(2017)\uc5d0 \ub530\ub974\uba74, \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub294 &quot;\uad00\ucc30 \ubc29\ubc95\uc5d0\uc11c \ub098\ud0c0\ub098\ub294 \uad11\uace0 \ub178\ucd9c\uacfc \uacb0\uacfc \uac04\uc758 \uc0c1\uad00\uad00\uacc4\uc5d0 \uc758\ud574 \ud3b8\ud5a5\ub418\uc9c0 \uc54a\uace0 \uad11\uace0\uc758 \uc9c4\uc815\ud55c \uc778\uacfc\uc801 \uc601\ud5a5\uc744 \uce21\uc815\ud558\ub294 \ubc29\ubc95&quot;\uc744 \uc81c\uacf5\ud569\ub2c8\ub2e4.\n<h3 id=\"the-incrementality-formula\" tabindex=\"-1\" data-source-line=\"17-17\"><span class=\"ez-toc-section\" id=\"The_Incrementality_Formula\"><\/span>\uc99d\ubd84\uc131 \uacf5\uc2dd<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\uc99d\ubd84\uc131\uc744 \uacc4\uc0b0\ud558\ub294 \uae30\ubcf8 \uacf5\uc2dd\uc740 \ub2e4\uc74c\uacfc \uac19\uc2b5\ub2c8\ub2e4.\n<code>\uc99d\ubd84\uc131 = (\ud14c\uc2a4\ud2b8 \uc804\ud658\uc728 - \uc81c\uc5b4 \uc804\ud658\uc728) \/ \ud14c\uc2a4\ud2b8 \uc804\ud658\uc728\n<\/code>\n\uc608\ub97c \ub4e4\uc5b4, \ud14c\uc2a4\ud2b8 \uadf8\ub8f9\uc758 \uc804\ud658\uc728\uc774 1.5%\uc774\uace0 \ub300\uc870\uad70\uc758 \uc804\ud658\uc728\uc774 0.5%\uc778 \uacbd\uc6b0:\n<code>\uc99d\ubd84\uc131 = (1.5% - 0.5%) \/ 1.5% = 66.7%\n<\/code>\n\uc989, \ud14c\uc2a4\ud2b8 \uadf8\ub8f9\uc5d0\uc11c \uc804\ud658\uc758 66.7%\ub294 \ud14c\uc2a4\ud2b8 \uc911\uc778 \ub9c8\ucf00\ud305 \ud65c\ub3d9\uc73c\ub85c \uc778\ud574 \uc2e4\uc81c\ub85c \ubc1c\uc0dd\ud588\uace0, \ub098\uba38\uc9c0 33.3%\ub294 \ub178\ucd9c\uacfc \uad00\uacc4\uc5c6\uc774 \ubc1c\uc0dd\ud588\uc74c\uc744 \uc758\ubbf8\ud569\ub2c8\ub2e4.\n<h3 id=\"the-limitations-of-traditional-attribution-models\" tabindex=\"-1\" data-source-line=\"33-33\"><span class=\"ez-toc-section\" id=\"The_Limitations_of_Traditional_Attribution_Models\"><\/span>\uae30\uc874 \uadc0\uc18d \ubaa8\ub378\uc758 \ud55c\uacc4<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\uccab \ubc88\uc9f8 \uc811\uc810, \ub9c8\uc9c0\ub9c9 \uc811\uc810, \uc2ec\uc9c0\uc5b4 \ub2e4\uc911 \uc811\uc810 \uadc0\uc18d\uacfc \uac19\uc740 \uae30\uc874 \uadc0\uc18d \ubaa8\ub378\uc740 \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\uc5d0\uc11c \ub2e4\ub8e8\ub294 \uba87 \uac00\uc9c0 \ud55c\uacc4\uc5d0 \uc9c1\uba74\ud569\ub2c8\ub2e4.\n<ol data-source-line=\"37-46\">\n<li data-source-line=\"37-38\">\n<strong>\uc0c1\uad00\uad00\uacc4 \ub300 \uc778\uacfc\uad00\uacc4<\/strong>: \uadc0\uc18d \ubaa8\ub378\uc740 \ud130\uce58\ud3ec\uc778\ud2b8\uc640 \uc804\ud658 \uac04\uc758 \uc0c1\uad00\uad00\uacc4\ub97c \ubcf4\uc5ec\uc8fc\uc9c0\ub9cc \uc778\uacfc\uad00\uacc4\ub97c \ud655\ub9bd\ud560 \uc218\ub294 \uc5c6\uc2b5\ub2c8\ub2e4.\n<\/li>\n<li data-source-line=\"39-40\">\n<strong>\uc120\ud0dd \ud3b8\ud5a5<\/strong>: \uad11\uace0\ub97c \ubcf4\ub294 \uc0ac\uc6a9\uc790\ub294 \uad11\uace0 \ub178\ucd9c \uc5ec\ubd80\uc640 \uad00\uacc4\uc5c6\uc774 \ubcf8\uc9c8\uc801\uc73c\ub85c \uc804\ud658 \uac00\ub2a5\uc131\uc774 \ub354 \ub192\uc2b5\ub2c8\ub2e4.\n<\/li>\n<li data-source-line=\"41-42\">\n<strong>\ud50c\ub7ab\ud3fc \ud3b8\ud5a5<\/strong>: \ud50c\ub7ab\ud3fc\ubcc4 \uadc0\uc18d \ubaa8\ub378\uc740 \uc5b4\ucc28\ud53c \ubc1c\uc0dd\ud588\uc744 \uc804\ud658\uc5d0 \ub300\ud55c \uacf5\uc744 \ucc28\uc9c0\ud568\uc73c\ub85c\uc368 \uc77c\ubc18\uc801\uc73c\ub85c \uc601\ud5a5\uc744 \uacfc\uc7a5\ud569\ub2c8\ub2e4.\n<\/li>\n<li data-source-line=\"43-44\">\n<strong>\ucfe0\ud0a4 \uc81c\ud55c<\/strong>: \ud0c0\uc0ac \ucfe0\ud0a4\uc758 \uc0ac\uc6a9 \uc911\ub2e8\uacfc \uac1c\uc778\uc815\ubcf4 \ubcf4\ud638 \uaddc\uc815\uc758 \uac15\ud654\ub85c \uc778\ud574 \uae30\uc874 \uadc0\uc18d \ubc29\ubc95\uc758 \ud6a8\uacfc\uac00 \uc81c\ud55c\ub418\uace0 \uc788\uc2b5\ub2c8\ub2e4.\n<\/li>\n<li data-source-line=\"45-46\">\n<strong>\ucc44\ub110 \uc0ac\uc77c\ub85c<\/strong>: \uac01 \ucc44\ub110\uc758 \ubcf4\uace0\uac00 \uaca9\ub9ac\ub418\uc5b4 \uc788\uc5b4 \ub9c8\ucf00\ud305 \uc131\uacfc\uc5d0 \ub300\ud55c \ub2e8\ud3b8\uc801\uc778 \uad00\uc810\uc774 \uc0dd\uae41\ub2c8\ub2e4.\n<\/li>\n<\/ol>\nBarajas et al.(2016)\uc774 \uc628\ub77c\uc778 \uad11\uace0 \uadc0\uc18d\uc744 \uc704\ud55c \uc2e4\ud5d8 \uc124\uacc4\uc5d0 \ub300\ud55c \uc5f0\uad6c\uc5d0\uc11c \uc5b8\uae09\ud588\ub4ef\uc774, &quot;\uad00\ucc30 \ub370\uc774\ud130\uc5d0\ub9cc \uae30\ubc18\ud55c \uadc0\uc18d \ubaa8\ub378\uc740 \uc0c1\uad00\uad00\uacc4\uc640 \uc778\uacfc\uad00\uacc4\ub97c \uad6c\ubd84\ud558\ub294 \ub370 \uc5b4\ub824\uc6c0\uc744 \uacaa\uc73c\uba70, \uc774\ub85c \uc778\ud574 \ucd5c\uc801\uc774 \uc544\ub2cc \uc608\uc0b0 \ubc30\ubd84 \uacb0\uc815\uc774 \ub0b4\ub824\uc9c8 \uac00\ub2a5\uc131\uc774 \uc788\uc2b5\ub2c8\ub2e4.&quot;\n<h2 id=\"incrementality-testing-vs.-other-measurement-approaches\" tabindex=\"-1\" data-source-line=\"49-49\"><span class=\"ez-toc-section\" id=\"Incrementality_Testing_vs_Other_Measurement_Approaches\"><\/span>\uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8 vs. \uae30\ud0c0 \uce21\uc815 \uc811\uadfc \ubc29\uc2dd<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\uac00 \ub9c8\ucf00\ud305 \uce21\uc815 \uc0dd\ud0dc\uacc4\uc5d0\uc11c \uc5b4\ub5a4 \uc5ed\ud560\uc744 \ud558\ub294\uc9c0 \uc774\ud574\ud558\uae30 \uc704\ud574 \ub2e4\ub978 \uc77c\ubc18\uc801\uc778 \uc811\uadfc \ubc29\uc2dd\uacfc \ube44\uad50\ud574 \ubcf4\uaca0\uc2b5\ub2c8\ub2e4.\n<table data-source-line=\"53-58\">\n<thead data-source-line=\"53-53\">\n<tr data-source-line=\"53-53\">\n<th>\uc811\uadfc\ud558\ub2e4<\/th>\n<th>\uc8fc\uc694 \uae30\ub2a5<\/th>\n<th>\uc2dc\uac04\uc801 \uc9c0\ud3c9<\/th>\n<th>\uc8fc\uc694 \uc7a5\uc810<\/th>\n<th>\uc8fc\uc694 \uc81c\ud55c \uc0ac\ud56d<\/th>\n<\/tr>\n<\/thead>\n<tbody data-source-line=\"55-58\">\n<tr data-source-line=\"55-55\">\n<td><strong>\ub9c8\uc9c0\ub9c9 \ud130\uce58 \uc18d\uc131<\/strong><\/td>\n<td>\uc18d\uc131 \ubcc0\ud658\uc744 \ucd5c\uc885 \ud130\uce58\ud3ec\uc778\ud2b8\ub85c<\/td>\n<td>\ub2e8\uae30<\/td>\n<td>\uac04\ub2e8\ud55c \uad6c\ud604<\/td>\n<td>\uc774\uc804 \ud130\uce58\ud3ec\uc778\ud2b8\uc758 \uc601\ud5a5\uc744 \ubb34\uc2dc\ud569\ub2c8\ub2e4.<\/td>\n<\/tr>\n<tr data-source-line=\"56-56\">\n<td><strong>\uba40\ud2f0\ud130\uce58 \uc18d\uc131(MTA)<\/strong><\/td>\n<td>\ud130\uce58\ud3ec\uc778\ud2b8 \uc804\ubc18\uc5d0 \uac78\uccd0 \ud06c\ub808\ub527\uc744 \ubd84\ubc30\ud569\ub2c8\ub2e4.<\/td>\n<td>\ub2e8\uae30<\/td>\n<td>\ub2e4\uc591\ud55c \uc601\ud5a5\uc744 \uc778\uc2dd\ud569\ub2c8\ub2e4<\/td>\n<td>\uc5ec\uc804\ud788 \uc0c1\uad00\uad00\uacc4\uac00 \uc788\uace0 \uc778\uacfc\uad00\uacc4\ub294 \uc5c6\uc2b5\ub2c8\ub2e4.<\/td>\n<\/tr>\n<tr data-source-line=\"57-57\">\n<td><strong>\uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8<\/strong><\/td>\n<td>\uc2e4\ud5d8\uc744 \ud1b5\ud574 \uc778\uacfc\uc801 \uc601\ud5a5\uc744 \uce21\uc815\ud569\ub2c8\ub2e4.<\/td>\n<td>\uc911\uac04\uace0\uc0ac<\/td>\n<td>\uc9c4\uc815\ud55c \uc778\uacfc\uc801 \uc601\ud5a5\uc744 \ud655\ub9bd\ud569\ub2c8\ub2e4<\/td>\n<td>\uc0c1\ub2f9\ud55c \uad50\ud1b5\ub7c9\uc774 \ud544\uc694\ud569\ub2c8\ub2e4<\/td>\n<\/tr>\n<tr data-source-line=\"58-58\">\n<td><strong>\ub9c8\ucf00\ud305 \ubbf9\uc2a4 \ubaa8\ub378\ub9c1(MMM)<\/strong><\/td>\n<td>\ub9c8\ucf00\ud305 \ubcc0\uc218\uac00 \uacb0\uacfc\uc5d0 \ubbf8\uce58\ub294 \uc601\ud5a5\uc744 \ubd84\uc11d\ud569\ub2c8\ub2e4.<\/td>\n<td>\uc7a5\uae30\uc801\uc73c\ub85c<\/td>\n<td>\uc678\ubd80 \uc694\uc778\uc744 \ud1b5\ud569\ud569\ub2c8\ub2e4<\/td>\n<td>\ucea0\ud398\uc778 \uc218\uc900\uc5d0\uc11c \uc138\ubd84\uc131\uc774 \uc81c\ud55c\ub428<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3 id=\"how-incrementality-testing-complements-attribution-models\" tabindex=\"-1\" data-source-line=\"60-60\"><span class=\"ez-toc-section\" id=\"How_Incrementality_Testing_Complements_Attribution_Models\"><\/span>\uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\uac00 \uadc0\uc18d \ubaa8\ub378\uc744 \ubcf4\uc644\ud558\ub294 \ubc29\uc2dd<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub294 \uadc0\uc778 \ubaa8\ub378\uc744 \ub300\uccb4\ud558\ub294 \uac83\uc774 \uc544\ub2c8\ub77c, \uacb0\uacfc\uc5d0 \ub300\ud55c \uc0ac\uc2e4 \ud655\uc778\uc744 \uc81c\uacf5\ud568\uc73c\ub85c\uc368 \uadc0\uc778 \ubaa8\ub378\uc744 \ubcf4\uc644\ud569\ub2c8\ub2e4. \ud3ec\uad04\uc801\uc778 \uce21\uc815 \uc804\ub7b5\uc5d0\ub294 \ub2e4\uc74c\uc774 \ud3ec\ud568\ub420 \uc218 \uc788\uc2b5\ub2c8\ub2e4.\n<ol data-source-line=\"64-67\">\n<li data-source-line=\"64-64\"><strong>\uadc0\uc18d \ubaa8\ub378<\/strong>\u00a0\uc77c\uc0c1\uc801\uc778 \ucd5c\uc801\ud654 \ubc0f \uace0\uac1d \uc5ec\uc815 \uc774\ud574\ub97c \uc704\ud574<\/li>\n<li data-source-line=\"65-65\"><strong>\uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8<\/strong>\u00a0\ucc44\ub110 \ud6a8\uacfc \uac80\uc99d \ubc0f \uc804\ub7b5\uc801 \uc608\uc0b0 \uacb0\uc815<\/li>\n<li data-source-line=\"66-67\"><strong>\ub9c8\ucf00\ud305 \ubbf9\uc2a4 \ubaa8\ub378\ub9c1<\/strong>\u00a0\uc7a5\uae30 \uacc4\ud68d \ubc0f \ub354 \uad11\ubc94\uc704\ud55c \uc2dc\uc7a5 \ud6a8\uacfc \uc774\ud574\ub97c \uc704\ud574<\/li>\n<\/ol>\nLewis\uc640 Rao(2015)\uac00 \uad11\uace0 \uc218\uc775 \uce21\uc815\uc5d0 \uad00\ud55c \uc5f0\uad6c\uc5d0\uc11c \uad00\ucc30\ud55c \ubc14\uc640 \uac19\uc774, &quot;\uc2e4\ud5d8\uc801 \ubc29\ubc95\uacfc \uad00\ucc30 \ubc29\ubc95\uc744 \uacb0\ud569\ud558\uba74 \uad11\uace0 \ud6a8\uacfc\uc5d0 \ub300\ud55c \uac00\uc7a5 \uc644\ubcbd\ud55c \uadf8\ub9bc\uc744 \uc5bb\uc744 \uc218 \uc788\uc2b5\ub2c8\ub2e4.&quot;\n<h2 id=\"types-of-incrementality-testing-methodologies\" tabindex=\"-1\" data-source-line=\"70-70\"><span class=\"ez-toc-section\" id=\"Types_of_Incrementality_Testing_Methodologies\"><\/span>\uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8 \ubc29\ubc95\ub860\uc758 \uc720\ud615<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub97c \uad6c\ud604\ud558\uae30 \uc704\ud55c \uc5ec\ub7ec \uac00\uc9c0 \ubc29\ubc95\ub860\uc774 \uc788\uc73c\uba70, \uac01\uac01 \uace0\uc720\ud55c \uc7a5\uc810\uacfc \ud55c\uacc4\uac00 \uc788\uc2b5\ub2c8\ub2e4.\n<h3 id=\"1.-intent-to-treat-(itt)-testing\" tabindex=\"-1\" data-source-line=\"74-74\"><span class=\"ez-toc-section\" id=\"1_Intent-to-Treat_ITT_Testing\"><\/span>1. \uce58\ub8cc \uc758\ub3c4(ITT) \ud14c\uc2a4\ud2b8<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\uc7a0\uc7ac\uace0\uac1d \ud640\ub4dc\uc544\uc6c3 \ud14c\uc2a4\ud2b8\ub77c\uace0\ub3c4 \ud558\ub294 ITT\ub294 \ud0c0\uac9f \uace0\uac1d \uc911 \ubb34\uc791\uc704\ub85c \uc120\ud0dd\ub41c \uc77c\ubd80(\ud1b5\uc81c \uadf8\ub8f9)\uc5d0\uac8c\ub294 \uad11\uace0\ub97c \uc81c\uacf5\ud558\uc9c0 \uc54a\uace0, \ub098\uba38\uc9c0 \uace0\uac1d(\ud14c\uc2a4\ud2b8 \uadf8\ub8f9)\uc5d0\uac8c\ub294 \ud3c9\uc18c\ucc98\ub7fc \uad11\uace0\ub97c \ub178\ucd9c\ud558\ub294 \ubc29\uc2dd\uc785\ub2c8\ub2e4.\n<strong>\uc7a5\uc810:<\/strong>\n<ul data-source-line=\"79-82\">\n<li data-source-line=\"79-79\">\uad6c\ud604\ud558\uae30 \ube44\uad50\uc801 \uc27d\uc2b5\ub2c8\ub2e4<\/li>\n<li data-source-line=\"80-80\">\uc77c\ubc18 \uad11\uace0 \uc9c0\ucd9c \uc678\uc5d0 \ucd94\uac00 \ube44\uc6a9 \uc5c6\uc74c<\/li>\n<li data-source-line=\"81-82\">\ub300\ubd80\ubd84\uc758 \uad11\uace0 \ud50c\ub7ab\ud3fc\uc744 \ud1b5\ud574 \uad6c\ud604 \uac00\ub2a5<\/li>\n<\/ul>\n<strong>\ub2e8\uc810:<\/strong>\n<ul data-source-line=\"84-86\">\n<li data-source-line=\"84-84\">\ud14c\uc2a4\ud2b8 \uadf8\ub8f9\uc758 \ub9ce\uc740 \uc0ac\uc6a9\uc790\uac00 \uc2e4\uc81c\ub85c \uad11\uace0\uc5d0 \ub178\ucd9c\ub418\uc9c0 \uc54a\uc740 \uacbd\uc6b0 &quot;\ub178\uc774\uc988&quot; \ub370\uc774\ud130\uac00 \ubc1c\uc0dd\ud569\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"85-86\">\ud1b5\uacc4\uc801 \uc720\uc758\uc131\uc744 \uc704\ud574\uc11c\ub294 \ud070 \ud45c\ubcf8 \ud06c\uae30\uac00 \ud544\uc694\ud569\ub2c8\ub2e4.<\/li>\n<\/ul>\n<h3 id=\"2.-psa-(public-service-announcement)-testing\" tabindex=\"-1\" data-source-line=\"87-87\"><span class=\"ez-toc-section\" id=\"2_PSA_Public_Service_Announcement_Testing\"><\/span>2. PSA(\uacf5\uc775\uad11\uace0) \ud14c\uc2a4\ud2b8<span class=\"ez-toc-section-end\"><\/span><\/h3>\nPSA \ud14c\uc2a4\ud2b8\uc5d0\uc11c \ub300\uc870\uad70\uc740 \ube0c\ub79c\ub4dc \uad11\uace0 \ub300\uc2e0 \ube44\uc0c1\uc5c5\uc801\uc778 \uacf5\uc775\uad11\uace0\ub97c \ubc1b\uc2b5\ub2c8\ub2e4. \uc774\ub97c \ud1b5\ud574 \ub450 \uc9d1\ub2e8 \ubaa8\ub450 \uc5b4\ub5a4 \ud615\ud0dc\ub85c\ub4e0 \uad11\uace0\uc5d0 \ub178\ucd9c\ub429\ub2c8\ub2e4.\n<strong>\uc7a5\uc810:<\/strong>\n<ul data-source-line=\"92-94\">\n<li data-source-line=\"92-92\">\uc120\ud0dd \ud3b8\ud5a5 \uac10\uc18c(\ub450 \uadf8\ub8f9 \ubaa8\ub450 \uad11\uace0 \uc2dc\uccad)<\/li>\n<li data-source-line=\"93-94\">\ub354\uc6b1 \ube44\uad50 \uac00\ub2a5\ud55c \ud14c\uc2a4\ud2b8 \ubc0f \ub300\uc870\uad70\uc744 \uc0dd\uc131\ud569\ub2c8\ub2e4.<\/li>\n<\/ul>\n<strong>\ub2e8\uc810:<\/strong>\n<ul data-source-line=\"96-98\">\n<li data-source-line=\"96-96\">\ube44\uc6a9\uc774 \ub9ce\uc774 \ub4ed\ub2c8\ub2e4(\ub300\uc870\uad70 \uc778\uc0c1\uc5d0 \ub300\ud55c \ube44\uc6a9 \uc9c0\ubd88)<\/li>\n<li data-source-line=\"97-98\">PSA \ucf58\ud150\uce20\ub294 \ube0c\ub79c\ub4dc \ucf58\ud150\uce20\uc640 \ub2e4\ub974\ubbc0\ub85c \ud3b8\uacac\uc774 \uc0dd\uae38 \uac00\ub2a5\uc131\uc774 \uc788\uc2b5\ub2c8\ub2e4.<\/li>\n<\/ul>\n<h3 id=\"3.-ghost-ads\" tabindex=\"-1\" data-source-line=\"99-99\"><span class=\"ez-toc-section\" id=\"3_Ghost_Ads\"><\/span>3. \uace0\uc2a4\ud2b8 \uad11\uace0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\uace0\uc2a4\ud2b8 \uad11\uace0\ub294 \uad11\uace0 \uac8c\uc7ac \uc2dc\uc2a4\ud15c\uc774 \uad11\uace0\ub97c \ubcfc \uc218 \uc788\ub294 \uc0ac\uc6a9\uc790\ub97c \uc2dd\ubcc4\ud558\uc5ec \uc544\ubb34\uac83\ub3c4 \ubcf4\uc5ec\uc8fc\uc9c0 \uc54a\uac70\ub098 \ub2e4\ub978 \uad11\uace0\uc8fc\uc758 \uad11\uace0\ub97c \ubcf4\uc5ec\uc8fc\ub294 \uc815\uad50\ud55c \ubc29\uc2dd\uc785\ub2c8\ub2e4. \uc2dc\uc2a4\ud15c\uc740 \uc774\ub7ec\ud55c &quot;\uace0\uc2a4\ud2b8 \ub178\ucd9c&quot;\uc744 \ubd84\uc11d \ubaa9\uc801\uc73c\ub85c \uae30\ub85d\ud569\ub2c8\ub2e4.\n<strong>\uc7a5\uc810:<\/strong>\n<ul data-source-line=\"104-107\">\n<li data-source-line=\"104-104\">\uc5b4\ub5a4 \ucee8\ud2b8\ub864 \uc0ac\uc6a9\uc790\uac00 \uad11\uace0\ub97c \ubcf4\uc558\uc744\uc9c0 \uc815\ud655\ud558\uac8c \uc2dd\ubcc4\ud558\uc5ec \ub178\uc774\uc988\ub97c \uc81c\uac70\ud569\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"105-105\">\uc81c\uc5b4 \uc778\uc0c1\uc5d0 \ub300\ud55c \ucd94\uac00 \ube44\uc6a9 \uc5c6\uc74c<\/li>\n<li data-source-line=\"106-107\">\uc120\ud0dd \ud3b8\ud5a5 \uac10\uc18c<\/li>\n<\/ul>\n<strong>\ub2e8\uc810:<\/strong>\n<ul data-source-line=\"109-111\">\n<li data-source-line=\"109-109\">\uad11\uace0 \ud50c\ub7ab\ud3fc\uacfc\uc758 \ud1b5\ud569\uc774 \ud544\uc694\ud569\ub2c8\ub2e4<\/li>\n<li data-source-line=\"110-111\">\ub354 \ubcf5\uc7a1\ud55c \uad6c\ud604<\/li>\n<\/ul>\n<h3 id=\"4.-ghost-bidding\" tabindex=\"-1\" data-source-line=\"112-112\"><span class=\"ez-toc-section\" id=\"4_Ghost_Bidding\"><\/span>4. \uace0\uc2a4\ud2b8 \ube44\ub529<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\uace0\uc2a4\ud2b8 \uc785\ucc30\uc740 \ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \uad11\uace0\ub97c \uc704\ud574 \ud2b9\ubcc4\ud788 \uc124\uacc4\ub41c \uace0\uc2a4\ud2b8 \uad11\uace0\uc758 \ud55c \ud615\ud0dc\uc785\ub2c8\ub2e4. \uc774 \uc2dc\uc2a4\ud15c\uc740 \uc2e4\uc81c\ub85c \ub178\ucd9c\uc744 \ud655\ubcf4\ud558\uc9c0 \uc54a\uace0\ub3c4 \ub300\uc870\uad70 \uc0ac\uc6a9\uc790\uc5d0\uac8c &quot;\uace0\uc2a4\ud2b8 \uc785\ucc30&quot;\uc744 \ud569\ub2c8\ub2e4.\n<strong>\uc7a5\uc810:<\/strong>\n<ul data-source-line=\"117-120\">\n<li data-source-line=\"117-117\">\ub9ac\ud0c0\uac9f\ud305 \ucea0\ud398\uc778\uc5d0 \ub300\ud55c \ub354\uc6b1 \uc815\ud655\ud55c \uc815\ubcf4 \uc81c\uacf5<\/li>\n<li data-source-line=\"118-118\">\ub370\uc774\ud130\uc758 \ub178\uc774\uc988\ub97c \ud06c\uac8c \uc904\uc785\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"119-120\">\ube44\uc6a9 \ud6a8\uc728\uc801<\/li>\n<\/ul>\n<strong>\ub2e8\uc810:<\/strong>\n<ul data-source-line=\"122-124\">\n<li data-source-line=\"122-122\">\uc785\ucc30 \uc2dc\uc2a4\ud15c\uacfc\uc758 \uc2ec\uce35\uc801\uc778 \uae30\uc220\uc801 \ud1b5\ud569\uc774 \ud544\uc694\ud569\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"123-124\">\ud504\ub85c\uadf8\ub798\ubc0d \ucc44\ub110\ub85c \uc81c\ud55c\ub428<\/li>\n<\/ul>\n<h3 id=\"5.-geo-experimentation\" tabindex=\"-1\" data-source-line=\"125-125\"><span class=\"ez-toc-section\" id=\"5_Geo-Experimentation\"><\/span>5. \uc9c0\uad6c \uc2e4\ud5d8<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\uc9c0\ub9ac\uc801 \uc2e4\ud5d8\uc740 \ud14c\uc2a4\ud2b8 \ubc0f \ud1b5\uc81c \uc9c0\uc5ed\uc73c\ub85c \uc9c0\ub9ac\uc801 \uad6c\uc5ed\uc744 \uc120\ud0dd\ud558\uace0, \ud1b5\uc81c \uc9c0\uc5ed\uc5d0\uc11c\ub294 \ucea0\ud398\uc778\uc744 \ubcf4\ub958\ud558\uace0 \ud14c\uc2a4\ud2b8 \uc9c0\uc5ed\uc5d0\uc11c\ub294 \ucea0\ud398\uc778\uc744 \uc2e4\ud589\ud558\ub294 \uac83\uc744 \ud3ec\ud568\ud569\ub2c8\ub2e4.\n<strong>\uc7a5\uc810:<\/strong>\n<ul data-source-line=\"130-133\">\n<li data-source-line=\"130-130\">\uc5ec\ub7ec \ucc44\ub110\uc5d0 \uac78\uccd0 \ub3d9\uc2dc\uc5d0 \uc601\ud5a5\uc744 \uce21\uc815\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"131-131\">\uc624\ud504\ub77c\uc778 \ubc0f \uc628\ub77c\uc778 \uc601\ud5a5 \uce21\uc815\uc5d0 \uc720\uc6a9<\/li>\n<li data-source-line=\"132-133\">\uc634\ub2c8\ucc44\ub110 \ucea0\ud398\uc778\uc5d0 \uc801\ud569\ud569\ub2c8\ub2e4.<\/li>\n<\/ul>\n<strong>\ub2e8\uc810:<\/strong>\n<ul data-source-line=\"135-138\">\n<li data-source-line=\"135-135\">\uc720\uc0ac\ud55c \ud2b9\uc131\uc744 \uc9c0\ub2cc \uc9c0\ub9ac\uc801 \uc601\uc5ed\uc774 \ud544\uc694\ud569\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"136-136\">\uc9c0\uc5ed \ubcc0\uc218\uc758 \uc601\ud5a5\uc744 \ubc1b\uc744 \uc218 \uc788\uc74c<\/li>\n<li data-source-line=\"137-138\">\ud6a8\uacfc\uc801\uc774\ub824\uba74 \uc0c1\ub2f9\ud55c \uaddc\ubaa8\uac00 \ud544\uc694\ud569\ub2c8\ub2e4.<\/li>\n<\/ul>\nBarajas et al.(2021)\uc774 ACM \uc800\ub110\uc5d0 \ubc1c\ud45c\ud55c \uc5f0\uad6c\uc5d0 \ub530\ub974\uba74, \uace0\uc2a4\ud2b8 \uc785\ucc30\uc744 \ud65c\uc6a9\ud55c \uace0\uae09 \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8 \ubc29\ubc95\uc740 \ud1b5\uacc4\uc801 \uc720\uc758\uc131\uc5d0 \ub3c4\ub2ec\ud558\ub294 \ub370 \ud544\uc694\ud55c \uad11\uace0\uc8fc \uc608\uc0b0\uc744 \uae30\uc874 \ubc29\ubc95\uc5d0 \ube44\ud574 \ucd5c\ub300 85%\uae4c\uc9c0 \uc904\uc77c \uc218 \uc788\uc2b5\ub2c8\ub2e4.\n<h2 id=\"implementing-incrementality-testing%3A-a-step-by-step-guide\" tabindex=\"-1\" data-source-line=\"141-141\"><span class=\"ez-toc-section\" id=\"Implementing_Incrementality_Testing_A_Step-by-Step_Guide\"><\/span>\uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8 \uad6c\ud604: \ub2e8\uacc4\ubcc4 \uac00\uc774\ub4dc<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub97c \uad6c\ud604\ud558\ub824\uba74 \uc2e0\uc911\ud55c \uacc4\ud68d\uacfc \uc2e4\ud589\uc774 \ud544\uc694\ud569\ub2c8\ub2e4. \ud6a8\uacfc\uc801\uc778 \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub97c \uc218\ud589\ud558\uae30 \uc704\ud55c \ud504\ub808\uc784\uc6cc\ud06c\ub294 \ub2e4\uc74c\uacfc \uac19\uc2b5\ub2c8\ub2e4.\n<h3 id=\"1.-define-clear-objectives-and-hypotheses\" tabindex=\"-1\" data-source-line=\"145-145\"><span class=\"ez-toc-section\" id=\"1_Define_Clear_Objectives_and_Hypotheses\"><\/span>1. \uba85\ud655\ud55c \ubaa9\ud45c\uc640 \uac00\uc124\uc744 \uc815\uc758\ud558\uc138\uc694<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\uba3c\uc800, \ubb34\uc5c7\uc744 \ud14c\uc2a4\ud2b8\ud558\uace0 \uc2f6\uc740\uc9c0, \uc5b4\ub5a4 \uc9c8\ubb38\uc5d0 \ub2f5\ud558\uace0 \uc2f6\uc740\uc9c0 \uba85\ud655\ud558\uac8c \uc815\uc758\ud558\uc138\uc694.\n<ul data-source-line=\"149-152\">\n<li data-source-line=\"149-149\">\uc5b4\ub5a4 \ud2b9\uc815 \ucc44\ub110\uc774\ub098 \ucea0\ud398\uc778\uc744 \ud14c\uc2a4\ud2b8\ud558\uace0 \uc788\ub098\uc694?<\/li>\n<li data-source-line=\"150-150\">\uce21\uc815\ud558\uace0 \uc788\ub294 \ud575\uc2ec \uc131\uacfc \uc9c0\ud45c(KPI)\ub294 \ubb34\uc5c7\uc785\ub2c8\uae4c?<\/li>\n<li data-source-line=\"151-152\">\ub2f9\uc2e0\uc774 \uac00\uc815\ud55c \uc99d\ubd84\uc131\uc740 \ubb34\uc5c7\uc785\ub2c8\uae4c?<\/li>\n<\/ul>\n\uac00\uc124 \uc608\uc2dc: &quot;\ube0c\ub79c\ub4dc \uc6a9\uc5b4\uc5d0 \ub300\ud55c \uc720\ub8cc \uac80\uc0c9 \uc9c0\ucd9c\uc744 30%\ub9cc\ud07c \ub298\ub9ac\uba74 \uae0d\uc815\uc801\uc778 ROI\uc640 \ud568\uaed8 \uc99d\uac00\ub41c \uc804\ud658\uc774 \ubc1c\uc0dd\ud560 \uac83\uc785\ub2c8\ub2e4.&quot;\n<h3 id=\"2.-design-the-experiment\" tabindex=\"-1\" data-source-line=\"155-155\"><span class=\"ez-toc-section\" id=\"2_Design_the_Experiment\"><\/span>2. \uc2e4\ud5d8 \uc124\uacc4<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\uc2e4\ud5d8 \uc124\uacc4\ub294 \uc2e0\ub8b0\ud560 \uc218 \uc788\ub294 \uacb0\uacfc\ub97c \uc0dd\uc131\ud558\ub294 \ub370 \uc911\uc694\ud569\ub2c8\ub2e4.\n<strong>\ud45c\ubcf8 \ud06c\uae30 \uacc4\uc0b0<\/strong>: \ud1b5\uacc4\uc801 \uc720\uc758\uc131\uc5d0 \ud544\uc694\ud55c \ucd5c\uc18c \ud45c\ubcf8 \ud06c\uae30\ub97c \ub2e4\uc74c\uc744 \uae30\uc900\uc73c\ub85c \uacb0\uc815\ud569\ub2c8\ub2e4.\n<ul data-source-line=\"161-165\">\n<li data-source-line=\"161-161\">\uc608\uc0c1 \uc804\ud658\uc728<\/li>\n<li data-source-line=\"162-162\">\ucd5c\uc18c \uac10\uc9c0 \uac00\ub2a5 \ud6a8\uacfc \ud06c\uae30<\/li>\n<li data-source-line=\"163-163\">\uc6d0\ud558\ub294 \uc2e0\ub8b0 \uc218\uc900(\uc77c\ubc18\uc801\uc73c\ub85c 95%)<\/li>\n<li data-source-line=\"164-165\">\ud1b5\uacc4\uc801 \ub2a5\ub825(\uc77c\ubc18\uc801\uc73c\ub85c 80%)<\/li>\n<\/ul>\n<strong>\ubb34\uc791\uc704\ud654 \uc804\ub7b5<\/strong>: \uc801\uc808\ud55c \ubb34\uc791\uc704\ud654 \uc811\uadfc \ubc29\uc2dd\uc744 \uc120\ud0dd\ud558\uc138\uc694.\n<ul data-source-line=\"168-171\">\n<li data-source-line=\"168-168\">\uc0ac\uc6a9\uc790 \uc218\uc900 \ubb34\uc791\uc704\ud654<\/li>\n<li data-source-line=\"169-169\">\uc9c0\ub9ac\uc801 \ubb34\uc791\uc704\ud654<\/li>\n<li data-source-line=\"170-171\">\uc2dc\uac04 \uae30\ubc18 \ubb34\uc791\uc704\ud654<\/li>\n<\/ul>\n<strong>\ub300\uc870\uad70 \ud06c\uae30<\/strong>: \uc77c\ubc18\uc801\uc73c\ub85c \ub300\uc870\uad70\uc740 \uc804\uccb4 \ub300\uc0c1\uc790\uc758 10%\uc5d0\uc11c 50% \uc0ac\uc774\uc785\ub2c8\ub2e4. \uc18c\uaddc\ubaa8 \uc0ac\uc5c5\uccb4\uc758 \uacbd\uc6b0 \ud1b5\uacc4\uc801 \uc720\uc758\uc131\uc744 \ud655\ubcf4\ud558\uae30 \uc704\ud574 \ub354 \ud070 \uaddc\ubaa8\uc758 \ub300\uc870\uad70\uc774 \ud544\uc694\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.\n<h3 id=\"3.-set-up-proper-measurement-infrastructure\" tabindex=\"-1\" data-source-line=\"175-175\"><span class=\"ez-toc-section\" id=\"3_Set_Up_Proper_Measurement_Infrastructure\"><\/span>3. \uc801\uc808\ud55c \uce21\uc815 \uc778\ud504\ub77c \uad6c\ucd95<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\uc62c\ubc14\ub978 \ucd94\uc801 \ubc0f \uce21\uc815 \uc2dc\uc2a4\ud15c\uc774 \uad6c\ucd95\ub418\uc5b4 \uc788\ub294\uc9c0 \ud655\uc778\ud558\uc138\uc694.\n<ul data-source-line=\"179-183\">\n<li data-source-line=\"179-179\">\ud14c\uc2a4\ud2b8 \ubc0f \uc81c\uc5b4 \uadf8\ub8f9\uc744 \uc138\ubd84\ud654\ud558\uae30 \uc704\ud574 \ubd84\uc11d \ud50c\ub7ab\ud3fc\uc744 \uad6c\uc131\ud569\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"180-180\">\uc804\ud658 \ucd94\uc801\uc744 \uc704\ud55c \uc801\uc808\ud55c \ud0dc\uadf8 \uad6c\ud604<\/li>\n<li data-source-line=\"181-181\">\ud14c\uc2a4\ud2b8 \uc9c4\ud589 \uc0c1\ud669\uc744 \ubaa8\ub2c8\ud130\ub9c1\ud558\uae30 \uc704\ud55c \ub300\uc2dc\ubcf4\ub4dc \uc124\uc815<\/li>\n<li data-source-line=\"182-183\">\uc804\ubb38\ud654\ub41c \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8 \ud50c\ub7ab\ud3fc \uc0ac\uc6a9\uc744 \uace0\ub824\ud558\uc138\uc694<\/li>\n<\/ul>\n<h3 id=\"4.-execute-the-test\" tabindex=\"-1\" data-source-line=\"184-184\"><span class=\"ez-toc-section\" id=\"4_Execute_the_Test\"><\/span>4. \ud14c\uc2a4\ud2b8 \uc2e4\ud589<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\ud14c\uc2a4\ud2b8\ub97c \uc2e4\ud589\ud560 \ub54c:\n<ul data-source-line=\"188-192\">\n<li data-source-line=\"188-188\">\ud14c\uc2a4\ud2b8 \uadf8\ub8f9\uacfc \ub300\uc870\uad70\uc744 \uc5c4\uaca9\ud558\uac8c \ubd84\ub9ac\ud558\uc2ed\uc2dc\uc624.<\/li>\n<li data-source-line=\"189-189\">\uc804\uccb4 \uace0\uac1d \uc5ec\uc815\uc744 \ud3ec\ucc29\ud560 \uc218 \uc788\uc744 \ub9cc\ud07c \ucda9\ubd84\ud788 \uc624\ub7ab\ub3d9\uc548 \ud14c\uc2a4\ud2b8\ub97c \uc2e4\ud589\ud558\uc138\uc694.<\/li>\n<li data-source-line=\"190-190\">\ud14c\uc2a4\ud2b8 \uae30\uac04 \ub3d9\uc548 \ub2e4\ub978 \uc911\uc694\ud55c \ub9c8\ucf00\ud305 \ubcc0\uacbd\uc744 \ud558\uc9c0 \ub9c8\uc2ed\uc2dc\uc624.<\/li>\n<li data-source-line=\"191-192\">\uc774\uc0c1\uc774\ub098 \uae30\uc220\uc801 \ubb38\uc81c\uac00 \uc788\ub294\uc9c0 \ubaa8\ub2c8\ud130\ub9c1\ud569\ub2c8\ub2e4.<\/li>\n<\/ul>\n<h3 id=\"5.-analyze-results-and-extract-insights\" tabindex=\"-1\" data-source-line=\"193-193\"><span class=\"ez-toc-section\" id=\"5_Analyze_Results_and_Extract_Insights\"><\/span>5. \uacb0\uacfc \ubd84\uc11d \ubc0f \ud1b5\ucc30\ub825 \ucd94\ucd9c<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\ud14c\uc2a4\ud2b8\uac00 \ub05d\ub09c \ud6c4:\n<ul data-source-line=\"197-201\">\n<li data-source-line=\"197-197\">\uc774\uc804\uc5d0 \uc81c\uacf5\ub41c \uacf5\uc2dd\uc744 \uc0ac\uc6a9\ud558\uc5ec \uc99d\ubd84\uc131\uc744 \uacc4\uc0b0\ud569\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"198-198\">\ud1b5\uacc4\uc801 \uc720\uc758\uc131(p-\uac12) \uacb0\uc815<\/li>\n<li data-source-line=\"199-199\">\uc2e0\ub8b0 \uad6c\uac04 \uacc4\uc0b0<\/li>\n<li data-source-line=\"200-201\">\uacb0\uacfc\ub97c \ube44\uc988\ub2c8\uc2a4 \uc9c0\ud45c(ROI, ROAS \ub4f1)\ub85c \ubcc0\ud658\ud569\ub2c8\ub2e4.<\/li>\n<\/ul>\n<h3 id=\"6.-take-action-and-iterate\" tabindex=\"-1\" data-source-line=\"202-202\"><span class=\"ez-toc-section\" id=\"6_Take_Action_and_Iterate\"><\/span>6. \uc870\uce58\ub97c \ucde8\ud558\uace0 \ubc18\ubcf5\ud558\uc138\uc694<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\ud14c\uc2a4\ud2b8 \uacb0\uacfc\uc5d0 \ub530\ub974\uba74:\n<ul data-source-line=\"206-210\">\n<li data-source-line=\"206-206\">\uc785\uc99d\ub41c \uc99d\ubd84\uc131\uc744 \ud1b5\ud574 \ucc44\ub110\/\ucea0\ud398\uc778\uc5d0 \ub300\ud55c \uc608\uc0b0\uc744 \uc870\uc815\ud569\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"207-207\">\uc99d\ubd84\uc131\uc774 \ub0ae\uc740 \ucc44\ub110 \ucd95\uc18c\ub97c \uace0\ub824\ud558\uc138\uc694<\/li>\n<li data-source-line=\"208-208\">\ucd94\uac00 \ucd5c\uc801\ud654\ub97c \uc704\ud55c \ud6c4\uc18d \uc2e4\ud5d8 \uc124\uacc4<\/li>\n<li data-source-line=\"209-210\">\uc9c0\uc18d\uc801\uc778 \ud14c\uc2a4\ud2b8 \uc8fc\uae30\ub97c \uad6c\ud604\ud569\ub2c8\ub2e4<\/li>\n<\/ul>\n<h2 id=\"real-world-incrementality-testing-case-studies\" tabindex=\"-1\" data-source-line=\"211-211\"><span class=\"ez-toc-section\" id=\"Real-World_Incrementality_Testing_Case_Studies\"><\/span>\uc2e4\uc81c \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8 \uc0ac\ub840 \uc5f0\uad6c<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 id=\"case-study-1%3A-e-commerce-retailer-evaluates-social-media-impact\" tabindex=\"-1\" data-source-line=\"213-213\"><span class=\"ez-toc-section\" id=\"Case_Study_1_E-Commerce_Retailer_Evaluates_Social_Media_Impact\"><\/span>\uc0ac\ub840 \uc5f0\uad6c 1: \uc804\uc790\uc0c1\uac70\ub798 \uc18c\ub9e4\uc5c5\uccb4, \uc18c\uc15c \ubbf8\ub514\uc5b4 \uc601\ud5a5 \ud3c9\uac00<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<strong>\ub3c4\uc804<\/strong>: \uc911\uac04 \uaddc\ubaa8\uc758 \uc804\uc790\uc0c1\uac70\ub798 \uc18c\ub9e4\uc5c5\uccb4\ub294 \uc18c\uc15c \ubbf8\ub514\uc5b4 \uad11\uace0\uc5d0 \ub9ce\uc740 \ud22c\uc790\ub97c \ud588\uc9c0\ub9cc \ud50c\ub7ab\ud3fc\uc5d0\uc11c \ubcf4\uace0\ub41c \uc804\ud658\uc728 \uc678\uc5d0 \uc2e4\uc81c \ud6a8\uacfc\uac00 \ubb34\uc5c7\uc778\uc9c0 \ud655\uc2e0\ud558\uc9c0 \ubabb\ud588\uc2b5\ub2c8\ub2e4.\n<strong>\uc811\uadfc\ud558\ub2e4<\/strong>: \uadf8\ub4e4\uc740 \ud398\uc774\uc2a4\ubd81 \ucea0\ud398\uc778\uc5d0 \uace0\uc2a4\ud2b8 \uc785\ucc30\uc744 \uc774\uc6a9\ud55c \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub97c \uc2dc\ud589\ud558\uc5ec \ub300\uc0c1 \uace0\uac1d \uc911 20%\ub97c \ud1b5\uc81c \uadf8\ub8f9\uc5d0 \ud560\ub2f9\ud588\uc2b5\ub2c8\ub2e4.\n<strong>\uacb0\uacfc<\/strong>:\n<ul data-source-line=\"220-224\">\n<li data-source-line=\"220-220\">\ud50c\ub7ab\ud3fc \uadc0\uc18d\uc740 ROAS\uac00 4.5\ubc30\ub77c\uace0 \uc8fc\uc7a5\ud588\uc2b5\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"221-221\">\uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\uc5d0\uc11c 2.2\ubc30\uc758 \uc99d\ubd84 ROAS\uac00 \ud655\uc778\ub418\uc5c8\uc2b5\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"222-222\">\uc5b4\uca0c\ub4e0 \ud50c\ub7ab\ud3fc\uc5d0 \uae30\uc778\ud55c \uc804\ud658\uc758 51%\uac00 \ubc1c\uc0dd\ud588\uc744 \uac83\uc785\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"223-224\">\uc774 \ube0c\ub79c\ub4dc\ub294 \uc608\uc0b0\uc744 \uc131\uacfc\uac00 \ub354 \uc88b\uc740 \uad11\uace0 \uc138\ud2b8\uc5d0 \uc7ac\ud560\ub2f9\ud558\uc5ec CPA\ub97c 30%\ub9cc\ud07c \uc904\uc600\uc2b5\ub2c8\ub2e4.<\/li>\n<\/ul>\n<strong>\uc8fc\uc694 \ud1b5\ucc30\ub825<\/strong>: \ud50c\ub7ab\ud3fc \ubcf4\uace0\ub294 \ucea0\ud398\uc778\uc758 \uc601\ud5a5\uc744 \uac70\uc758 \ub450 \ubc30\ub098 \uacfc\ub300\ud3c9\uac00\ud558\uc5ec \uc608\uc0b0 \ubc30\ubd84\uc774 \ucd5c\uc801\ud654\ub418\uc9c0 \ubabb\ud588\uc2b5\ub2c8\ub2e4.\n<h3 id=\"case-study-2%3A-saas-company-resolves-attribution-conflict\" tabindex=\"-1\" data-source-line=\"227-227\"><span class=\"ez-toc-section\" id=\"Case_Study_2_SaaS_Company_Resolves_Attribution_Conflict\"><\/span>\uc0ac\ub840 \uc5f0\uad6c 2: SaaS \ud68c\uc0ac\uc758 \uadc0\uc18d \ucda9\ub3cc \ud574\uacb0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<strong>\ub3c4\uc804<\/strong>: B2B SaaS \ud68c\uc0ac\uc758 Google Analytics(\uc790\uc5f0 \uac80\uc0c9\uc744 \uc778\uc815)\uc640 \uc720\ub8cc \ubbf8\ub514\uc5b4 \ud50c\ub7ab\ud3fc(\ub3d9\uc77c\ud55c \uc804\ud658\uc744 \uc8fc\uc7a5) \uac04\uc5d0 \uc0c1\ucda9\ub418\ub294 \uadc0\uc18d \ub370\uc774\ud130\uac00 \uc788\uc5c8\uc2b5\ub2c8\ub2e4.\n<strong>\uc811\uadfc\ud558\ub2e4<\/strong>: \uadf8\ub4e4\uc740 \ube0c\ub79c\ub4dc\uac00 \uc5c6\ub294 \uc6a9\uc5b4\uc5d0 \ub300\ud55c \uc720\ub8cc \uac80\uc0c9 \ucea0\ud398\uc778\uc5d0 \ub300\ud55c \ud640\ub4dc\uc544\uc6c3 \ud14c\uc2a4\ud2b8\ub97c \uc2e4\uc2dc\ud558\uc5ec \ub300\uc0c1 \uace0\uac1d \uc911 \ubb34\uc791\uc704\ub85c \uc120\ud0dd\ub41c 30%\uc5d0 \ub300\ud55c \ucea0\ud398\uc778\uc744 \uc77c\uc2dc\uc801\uc73c\ub85c \uc911\ub2e8\ud588\uc2b5\ub2c8\ub2e4.\n<strong>\uacb0\uacfc<\/strong>:\n<ul data-source-line=\"234-237\">\n<li data-source-line=\"234-234\">\ube44\ube0c\ub79c\ub4dc \uac80\uc0c9\uc5b4\ub294 12% \uc99d\ubd84\uc131\ub9cc \ub098\ud0c0\ub0c8\uc2b5\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"235-235\">\ube0c\ub79c\ub4dc \uc6a9\uc5b4\ub294 68% \uc99d\ubd84\uc131\uc744 \ub098\ud0c0\ub0c8\uc2b5\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"236-237\">\uc800\uc99d\ubd84\ud615 \ucea0\ud398\uc778\uc5d0\uc11c \uace0\uc99d\ubd84\ud615 \ucea0\ud398\uc778\uc73c\ub85c \uc608\uc0b0\uc744 \uc804\ud658\ud558\uba74 \uc804\uccb4 \ub9ac\ub4dc \ubcfc\ub968\uc774 24%\ub9cc\ud07c \uc99d\uac00\ud588\uc2b5\ub2c8\ub2e4.<\/li>\n<\/ul>\n<strong>\uc8fc\uc694 \ud1b5\ucc30\ub825<\/strong>: \ube0c\ub79c\ub4dc\uac00 \uc5c6\ub294 \uc720\ub8cc \uac80\uc0c9 \ud074\ub9ad\uc758 \ub300\ubd80\ubd84\uc740 \uc5b4\ucc28\ud53c \uc720\uae30\uc801 \ud074\ub9ad\uc73c\ub85c \uc774\uc5b4\uc84c\uc744 \ud150\ub370, \uc774\ub294 \uc0c1\ub2f9\ud55c \uc608\uc0b0 \ub0ad\ube44\ub97c \ub4dc\ub7ec\ub0c8\uc2b5\ub2c8\ub2e4.\n<h3 id=\"case-study-3%3A-incrementality-testing-reveals-true-impact-of-display-advertising\" tabindex=\"-1\" data-source-line=\"240-240\"><span class=\"ez-toc-section\" id=\"Case_Study_3_Incrementality_Testing_Reveals_True_Impact_of_Display_Advertising\"><\/span>\uc0ac\ub840 \uc5f0\uad6c 3: \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub97c \ud1b5\ud574 \ub514\uc2a4\ud50c\ub808\uc774 \uad11\uace0\uc758 \uc9c4\uc815\ud55c \ud6a8\uacfc\ub97c \ud655\uc778<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<strong>\ub3c4\uc804<\/strong>: \ud55c \ubcf4\ud5d8 \uc81c\uacf5\uc5c5\uccb4\ub294 \ub9c8\uc9c0\ub9c9 \uc811\uc810 \uc18d\uc131 \ubcf4\uace0\uc11c\uc5d0\uc11c \uc131\uacfc\uac00 \uc88b\uc9c0 \uc54a\uc740 \uac83\uc73c\ub85c \ub098\ud0c0\ub09c \ub514\uc2a4\ud50c\ub808\uc774 \ubc0f \ub124\uc774\ud2f0\ube0c \ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \uad11\uace0\uc758 \uac00\uce58\uc5d0 \uc758\ubb38\uc744 \uc81c\uae30\ud588\uc2b5\ub2c8\ub2e4.\n<strong>\uc811\uadfc\ud558\ub2e4<\/strong>: \uadf8\ub4e4\uc740 \ud504\ub85c\uadf8\ub798\ubc0d \ucea0\ud398\uc778 \uc804\ubc18\uc5d0 \uac78\uccd0 \uc720\ub839 \uc785\ucc30 \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub97c \uad6c\ud604\ud558\uc5ec \uc2e4\uc81c \uc99d\ubd84\uc801 \uc601\ud5a5\uc744 \uce21\uc815\ud588\uc2b5\ub2c8\ub2e4.\n<strong>\uacb0\uacfc<\/strong>:\n<ul data-source-line=\"247-250\">\n<li data-source-line=\"247-247\">87%\ub294 \ub9c8\uc9c0\ub9c9 \ud130\uce58 \uc5b4\ud2b8\ub9ac\ubdf0\uc158\uc774 \ub514\uc2a4\ud50c\ub808\uc774 \ubc0f \ub124\uc774\ud2f0\ube0c \uad11\uace0\ub97c \uacfc\uc18c\ud3c9\uac00\ud588\ub2e4\uace0 \ubc1d\ud614\uc2b5\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"248-248\">\ucea0\ud398\uc778\uc740 \uadc0\uc18d \ubcf4\uace0\uc11c\uc5d0\uc11c \ud6a8\uacfc\uac00 \uc5c6\ub294 \uac83\uc73c\ub85c \ub098\ud0c0\ub0ac\uc74c\uc5d0\ub3c4 \ubd88\uad6c\ud558\uace0 \uae0d\uc815\uc801\uc778 \uc99d\uac00 ROI\ub97c \ubcf4\uc600\uc2b5\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"249-250\">\uc99d\ubd84\uc131 \ud1b5\ucc30\ub825\uc744 \uae30\ubc18\uc73c\ub85c \ud55c \uc608\uc0b0 \uc7ac\ud560\ub2f9\uc73c\ub85c \ucd1d \uc804\ud658\uc728\uc774 31% \uc99d\uac00\ud588\uc2b5\ub2c8\ub2e4.<\/li>\n<\/ul>\n<strong>\uc8fc\uc694 \ud1b5\ucc30\ub825<\/strong>: \uadc0\uc18d \ubaa8\ub378\uc740 \uc804\ud658\uc5d0 \uc601\ud5a5\uc744 \uc8fc\uc9c0\ub9cc \ub9c8\uc9c0\ub9c9 \ub2e8\uacc4\ub294 \uc544\ub2cc \uc0c1\uc704 \ud37c\ub110 \ud65c\ub3d9\uc744 \uc0c1\ub2f9\ud788 \uacfc\uc18c\ud3c9\uac00\ud588\uc2b5\ub2c8\ub2e4.\n<h2 id=\"challenges-and-best-practices-in-incrementality-testing\" tabindex=\"-1\" data-source-line=\"253-253\"><span class=\"ez-toc-section\" id=\"Challenges_and_Best_Practices_in_Incrementality_Testing\"><\/span>\uc99d\ubd84 \ud14c\uc2a4\ud2b8\uc758 \uacfc\uc81c\uc640 \ubaa8\ubc94 \uc0ac\ub840<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 id=\"common-challenges\" tabindex=\"-1\" data-source-line=\"255-255\"><span class=\"ez-toc-section\" id=\"Common_Challenges\"><\/span>\uc77c\ubc18\uc801\uc778 \uacfc\uc81c<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h4 id=\"1.-statistical-significance\" tabindex=\"-1\" data-source-line=\"257-257\"><span class=\"ez-toc-section\" id=\"1_Statistical_Significance\"><\/span>1. \ud1b5\uacc4\uc801 \uc720\uc758\uc131<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\ud1b5\uacc4\uc801 \uc720\uc758\uc131\uc744 \uc5bb\uc73c\ub824\uba74 \ucda9\ubd84\ud55c \ud45c\ubcf8 \ud06c\uae30\uac00 \ud544\uc694\ud55c\ub370, \uc774\ub294 \ud2b8\ub798\ud53d\uc774\ub098 \uc804\ud658\ub7c9\uc774 \uc81c\ud55c\uc801\uc778 \uae30\uc5c5\uc758 \uacbd\uc6b0 \uc5b4\ub824\uc6b8 \uc218 \uc788\uc2b5\ub2c8\ub2e4.\n<strong>\ubaa8\ubc94 \uc0ac\ub840<\/strong>: \ub354 \uae34 \uc2dc\ud5d8 \uae30\uac04, \ub354 \ud070 \ub300\uc870\uad70, \ub610\ub294 \ub354 \ub9ce\uc740 \uc591\uc758 \ub370\uc774\ud130\ub97c \ubd84\uc11d\ud558\ub294 \uc138\uadf8\uba3c\ud2b8\uc5d0 \uba3c\uc800 \uc9d1\uc911\ud558\ub294 \uac83\uc744 \uace0\ub824\ud558\uc138\uc694. \uc801\uc808\ud55c \uac80\uc815\ub825 \ubd84\uc11d\uc744 \uc0ac\uc6a9\ud558\uc5ec \ud544\uc694\ud55c \ucd5c\uc18c \ud45c\ubcf8 \ud06c\uae30\ub97c \uacb0\uc815\ud558\uc138\uc694.\n<h4 id=\"2.-test-contamination\" tabindex=\"-1\" data-source-line=\"263-263\"><span class=\"ez-toc-section\" id=\"2_Test_Contamination\"><\/span>2. \uc624\uc5fc \ud14c\uc2a4\ud2b8<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\ud14c\uc2a4\ud2b8 \uae30\uac04 \ub3d9\uc548 \uc678\ubd80 \uc694\uc778\uc774\ub098 \ub2e4\ub978 \ub9c8\ucf00\ud305 \ud65c\ub3d9\uc758 \ubcc0\ud654\ub85c \uc778\ud574 \uacb0\uacfc\uac00 \ub2ec\ub77c\uc9c8 \uc218 \uc788\uc2b5\ub2c8\ub2e4.\n<strong>\ubaa8\ubc94 \uc0ac\ub840<\/strong>: \ub2e4\ub978 \ub9c8\ucf00\ud305 \ud65c\ub3d9\uc774 \ub3d9\uc77c\ud558\uac8c \uc720\uc9c0\ub418\ub294 &quot;\ud14c\uc2a4\ud2b8 \uae30\uac04&quot;\uc744 \uc124\uc815\ud558\uc138\uc694. \ube44\uc815\uc0c1\uc801\uc778 \uc678\ubd80 \uc774\ubca4\ud2b8\ub97c \ubaa8\ub2c8\ud130\ub9c1\ud558\uace0 \ubd84\uc11d\uc5d0 \ubc18\uc601\ud558\uc138\uc694.\n<h4 id=\"3.-selection-bias\" tabindex=\"-1\" data-source-line=\"269-269\"><span class=\"ez-toc-section\" id=\"3_Selection_Bias\"><\/span>3. \uc120\ud0dd \ud3b8\ud5a5<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\uad11\uace0\ub97c \ubcf4\ub294 \uc0ac\uc6a9\uc790\ub294 \uad11\uace0\ub97c \ubcf4\uc9c0 \uc54a\ub294 \uc0ac\uc6a9\uc790\uc640 \ubcf8\uc9c8\uc801\uc73c\ub85c \ub2e4\ub974\ubbc0\ub85c \uacb0\uacfc\uc5d0 \ud3b8\ud5a5\uc774 \uc0dd\uae38 \uc218 \uc788\uc2b5\ub2c8\ub2e4.\n<strong>\ubaa8\ubc94 \uc0ac\ub840<\/strong>: \uac00\ub2a5\ud558\ub2e4\uba74 \uc0ac\uc6a9\uc790 \uc218\uc900\uc5d0\uc11c \ubb34\uc791\uc704\uc131\uc744 \uc0ac\uc6a9\ud558\uace0, \uace0\uc2a4\ud2b8 \uad11\uace0\uc640 \uac19\uc740 \uace0\uae09 \ubc29\ubc95\uc744 \uace0\ub824\ud558\uc5ec \uc120\ud0dd \ud3b8\ud5a5\uc744 \uc904\uc774\uc138\uc694.\n<h4 id=\"4.-measurement-across-multiple-devices-and-platforms\" tabindex=\"-1\" data-source-line=\"275-275\"><span class=\"ez-toc-section\" id=\"4_Measurement_Across_Multiple_Devices_and_Platforms\"><\/span>4. \ub2e4\uc591\ud55c \uae30\uae30 \ubc0f \ud50c\ub7ab\ud3fc\uc5d0\uc11c\uc758 \uce21\uc815<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\uc5ec\ub7ec \uae30\uae30\uc640 \ud50c\ub7ab\ud3fc\uc5d0\uc11c \uc0ac\uc6a9\uc790\ub97c \ucd94\uc801\ud558\ub294 \uc77c\uc740 \uc5ec\uc804\ud788 \uc5b4\ub824\uc6b4 \uc77c\uc774\uba70, \ud2b9\ud788 \uac1c\uc778\uc815\ubcf4 \ubcf4\ud638 \uc81c\ud55c\uc774 \uac15\ud654\ub428\uc5d0 \ub530\ub77c \ub354\uc6b1 \uadf8\ub807\uc2b5\ub2c8\ub2e4.\n<strong>\ubaa8\ubc94 \uc0ac\ub840<\/strong>: \ud655\ub960\uc801 \ub9e4\uce6d \ubc29\ubc95\uc744 \uace0\ub824\ud558\uace0, \ub85c\uadf8\uc778 \uacbd\ud5d8\uc5d0 \uc9d1\uc911\ud558\uac70\ub098, \uc0ac\uc6a9\uc790 \uc218\uc900 \ucd94\uc801\uc5d0 \ub35c \uc758\uc874\ud558\ub294 \uc9c0\ub9ac\uc801 \uc2e4\ud5d8\uc744 \ud65c\uc6a9\ud558\uc138\uc694.\n<h3 id=\"best-practices-for-successful-incrementality-testing\" tabindex=\"-1\" data-source-line=\"281-281\"><span class=\"ez-toc-section\" id=\"Best_Practices_for_Successful_Incrementality_Testing\"><\/span>\uc131\uacf5\uc801\uc778 \uc99d\ubd84 \ud14c\uc2a4\ud2b8\ub97c \uc704\ud55c \ubaa8\ubc94 \uc0ac\ub840<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h4 id=\"1.-start-with-high-impact-channels\" tabindex=\"-1\" data-source-line=\"283-283\"><span class=\"ez-toc-section\" id=\"1_Start_With_High-Impact_Channels\"><\/span>1. \uc601\ud5a5\ub825\uc774 \ud070 \ucc44\ub110\ubd80\ud130 \uc2dc\uc791\ud558\uc138\uc694<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\uac00\uc7a5 \ud070 \uc7a0\uc7ac\uc801 \ud6a8\uacfc\ub97c \uc2e4\ud604\ud558\ub824\uba74 \uc9c0\ucd9c\uc774 \uac00\uc7a5 \ub9ce\uac70\ub098 \uc804\ub7b5\uc801\uc73c\ub85c \uac00\uc7a5 \uc911\uc694\ud55c \ucc44\ub110\ubd80\ud130 \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub97c \uc2dc\uc791\ud558\uc138\uc694.\n<h4 id=\"2.-implement-continuous-testing-cycles\" tabindex=\"-1\" data-source-line=\"287-287\"><span class=\"ez-toc-section\" id=\"2_Implement_Continuous_Testing_Cycles\"><\/span>2. \uc9c0\uc18d\uc801\uc778 \ud14c\uc2a4\ud2b8 \uc8fc\uae30\ub97c \uad6c\ud604\ud558\uc138\uc694<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\uc77c\ud68c\uc131 \ud14c\uc2a4\ud2b8\ubcf4\ub2e4\ub294 \ubcc0\ud654\ud558\ub294 \uc2dc\uc7a5 \uc0c1\ud669\uacfc \uc18c\ube44\uc790 \ud589\ub3d9\uc744 \ubc18\uc601\ud558\uc5ec \uc9c0\uc18d\uc801\uc778 \uc99d\ubd84 \ud14c\uc2a4\ud2b8 \ud504\ub85c\uadf8\ub7a8\uc744 \uc218\ub9bd\ud558\uc138\uc694.\n<h4 id=\"3.-test-at-different-funnel-stages\" tabindex=\"-1\" data-source-line=\"291-291\"><span class=\"ez-toc-section\" id=\"3_Test_at_Different_Funnel_Stages\"><\/span>3. \ub2e4\uc591\ud55c \ud37c\ub110 \ub2e8\uacc4\uc5d0\uc11c \ud14c\uc2a4\ud2b8<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub97c \ud558\uc704 \ud37c\ub110 \ud65c\ub3d9\uc5d0\ub9cc \uad6d\ud55c\ud558\uc9c0 \ub9c8\uc138\uc694. \uc0c1\uc704 \ud37c\ub110 \ucea0\ud398\uc778\uc744 \ud14c\uc2a4\ud2b8\ud558\uc5ec \uace0\uac1d \uc5ec\uc815\uc5d0 \ubbf8\uce58\ub294 \uc9c4\uc815\ud55c \uae30\uc5ec\ub3c4\ub97c \ud30c\uc545\ud558\uc138\uc694.\n<h4 id=\"4.-combine-with-other-measurement-approaches\" tabindex=\"-1\" data-source-line=\"295-295\"><span class=\"ez-toc-section\" id=\"4_Combine_With_Other_Measurement_Approaches\"><\/span>4. \ub2e4\ub978 \uce21\uc815 \uc811\uadfc \ubc29\uc2dd\uacfc \uacb0\ud569<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\uadc0\uc18d \ubaa8\ub378\ub9c1\uacfc \ub9c8\ucf00\ud305 \ubbf9\uc2a4 \ubaa8\ub378\ub9c1\uc744 \ud3ec\ud568\ud558\ub294 \ud3ec\uad04\uc801\uc778 \uce21\uc815 \ud504\ub808\uc784\uc6cc\ud06c\uc758 \uc77c\ubd80\ub85c \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub97c \ud65c\uc6a9\ud558\uc138\uc694.\n<h4 id=\"5.-focus-on-business-outcomes\" tabindex=\"-1\" data-source-line=\"299-299\"><span class=\"ez-toc-section\" id=\"5_Focus_on_Business_Outcomes\"><\/span>5. \ube44\uc988\ub2c8\uc2a4 \uacb0\uacfc\uc5d0 \uc9d1\uc911\ud558\uc138\uc694<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\uc99d\ubd84 \uacb0\uacfc\ub97c \uc218\uc775, \uace0\uac1d \uc0dd\uc560 \uac00\uce58, \uc2dc\uc7a5 \uc810\uc720\uc728\uacfc \uac19\uc740 \uc2e4\uc81c \ube44\uc988\ub2c8\uc2a4 \uc131\uacfc\uc640 \uc5f0\uacb0\ud558\uc138\uc694. \ub2e8\uc21c\ud788 \uc804\ud658\uc728\uc774\ub098 \ud074\ub9ad\ub960\ub9cc \ubcf4\uc5ec\uc8fc\ub294 \uac83\uc774 \uc544\ub2d9\ub2c8\ub2e4.\n<h2 id=\"the-future-of-incrementality-testing\" tabindex=\"-1\" data-source-line=\"303-303\"><span class=\"ez-toc-section\" id=\"The_Future_of_Incrementality_Testing\"><\/span>\uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\uc758 \ubbf8\ub798<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\ub9c8\ucf00\ud305 \uce21\uc815 \ud658\uacbd\uc774 \uacc4\uc18d\ud574\uc11c \ubc1c\uc804\ud568\uc5d0 \ub530\ub77c, \uba87 \uac00\uc9c0 \ucd94\uc138\uac00 \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\uc758 \ubbf8\ub798\ub97c \ud615\uc131\ud558\uace0 \uc788\uc2b5\ub2c8\ub2e4.\n<h3 id=\"1.-privacy-first-incrementality-methods\" tabindex=\"-1\" data-source-line=\"307-307\"><span class=\"ez-toc-section\" id=\"1_Privacy-First_Incrementality_Methods\"><\/span>1. \uac1c\uc778 \uc815\ubcf4 \ubcf4\ud638 \uc6b0\uc120 \uc99d\ubd84 \ubc29\uc2dd<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\uac1c\uc778\uc815\ubcf4 \ubcf4\ud638 \uaddc\uc815\uc774 \uac15\ud654\ub418\uace0 \ud0c0\uc0ac \ucfe0\ud0a4 \uc0ac\uc6a9\uc774 \uc911\ub2e8\ub428\uc5d0 \ub530\ub77c, \uc0ac\uc6a9\uc790 \uc218\uc900 \ucd94\uc801\uc5d0 \uc758\uc874\ud558\uc9c0 \uc54a\ub294 \uc0c8\ub85c\uc6b4 \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8 \ubc29\uc2dd\uc774 \ub4f1\uc7a5\ud558\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uc5ec\uae30\uc5d0\ub294 \ud5a5\uc0c1\ub41c \uc9c0\ub9ac \uc2e4\ud5d8 \ubc29\ubc95\ub860\uacfc \uc5f0\ud569 \ud559\uc2b5 \ubc29\uc2dd\uc774 \ud3ec\ud568\ub429\ub2c8\ub2e4.\n<h3 id=\"2.-ai-powered-incrementality-analysis\" tabindex=\"-1\" data-source-line=\"311-311\"><span class=\"ez-toc-section\" id=\"2_AI-Powered_Incrementality_Analysis\"><\/span>2. AI \uae30\ubc18 \uc99d\ubd84 \ubd84\uc11d<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\uba38\uc2e0 \ub7ec\ub2dd \uc54c\uace0\ub9ac\uc998\uc740 \ub2e4\uc74c\uacfc \uac19\uc740 \ubc29\ubc95\uc73c\ub85c \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub97c \ud5a5\uc0c1\uc2dc\ud0b5\ub2c8\ub2e4.\n<ul data-source-line=\"314-318\">\n<li data-source-line=\"314-314\">\ucd5c\uc801\uc758 \ud14c\uc2a4\ud2b8 \uc124\uacc4 \uc2dd\ubcc4<\/li>\n<li data-source-line=\"315-315\">\ub178\uc774\uc988\uac00 \uc788\ub294 \ub370\uc774\ud130\uc758 \ud328\ud134 \uac10\uc9c0<\/li>\n<li data-source-line=\"316-316\">\ud14c\uc2a4\ud2b8\ub418\uc9c0 \uc54a\uc740 \uc138\uadf8\uba3c\ud2b8\uc5d0 \ub300\ud55c \uc99d\ubd84\uc131 \uc608\uce21<\/li>\n<li data-source-line=\"317-318\">\uacb0\uacfc \ubd84\uc11d \ubc0f \ud574\uc11d \uc790\ub3d9\ud654<\/li>\n<\/ul>\n<h3 id=\"3.-integrated-measurement-frameworks\" tabindex=\"-1\" data-source-line=\"319-319\"><span class=\"ez-toc-section\" id=\"3_Integrated_Measurement_Frameworks\"><\/span>3. \ud1b5\ud569 \uce21\uc815 \ud504\ub808\uc784\uc6cc\ud06c<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\ubbf8\ub798\ub294 \uc99d\ubd84\uc801 \ud14c\uc2a4\ud2b8\uc640 \uae30\uc5ec \ubaa8\ub378\ub9c1, \ub9c8\ucf00\ud305 \ubbf9\uc2a4 \ubaa8\ub378\ub9c1\uc744 \uacb0\ud569\ud55c \ud1b5\ud569 \uce21\uc815 \ubc29\uc2dd\uc5d0 \ub2ec\ub824 \uc788\uc2b5\ub2c8\ub2e4. \uc774\ub97c \ud1b5\ud574 \ub9c8\ucf00\ud305 \ud6a8\uacfc\uc5d0 \ub300\ud55c \uc644\uc804\ud55c \uadf8\ub9bc\uc744 \uc5bb\uc744 \uc218 \uc788\uc2b5\ub2c8\ub2e4. Gordon \uc678 \uc5f0\uad6c\uc9c4(2019)\uc740 \ud398\uc774\uc2a4\ubd81\uc758 \uce21\uc815 \ubc29\uc2dd\uc744 \ube44\uad50\ud55c \uc5f0\uad6c\uc5d0\uc11c &quot;\uac00\uc7a5 \uac15\ub825\ud55c \uc778\uc0ac\uc774\ud2b8\ub294 \uac01\uae30 \ub2e4\ub978 \uac15\uc810\uacfc \ud3b8\ud5a5\uc744 \uc9c0\ub2cc \uc5ec\ub7ec \uce21\uc815 \ubc29\ubc95\ub860\uc744 \uc0bc\uac01 \uce21\ub7c9\ud558\ub294 \ub370\uc11c \ub098\uc628\ub2e4&quot;\uace0 \uc9c0\uc801\ud588\uc2b5\ub2c8\ub2e4.\n<h3 id=\"4.-real-time-incrementality-insights\" tabindex=\"-1\" data-source-line=\"325-325\"><span class=\"ez-toc-section\" id=\"4_Real-Time_Incrementality_Insights\"><\/span>4. \uc2e4\uc2dc\uac04 \uc99d\ubd84\uc131 \ud1b5\ucc30\ub825<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\ub370\uc774\ud130 \ucc98\ub9ac \ubc0f \uc2e4\ud5d8 \uc124\uacc4\uc758 \ubc1c\uc804\uc73c\ub85c \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\uac00 \uc8fc\uae30\uc801 \uc2e4\ud5d8\uc5d0\uc11c \uc9c0\uc18d\uc801\uc774\uace0 \uac70\uc758 \uc2e4\uc2dc\uac04 \uc99d\ubd84\uc131 \uce21\uc815\uc73c\ub85c \ubc14\ub00c\uace0 \uc788\uc2b5\ub2c8\ub2e4.\n<h2 id=\"conclusion%3A-elevating-your-attribution-with-incrementality-testing\" tabindex=\"-1\" data-source-line=\"329-329\"><span class=\"ez-toc-section\" id=\"Conclusion_Elevating_Your_Attribution_with_Incrementality_Testing\"><\/span>\uacb0\ub860: \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub97c \ud1b5\ud55c \uadc0\uc18d\uc131 \ud5a5\uc0c1<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\uc624\ub298\ub0a0\uc758 \ubcf5\uc7a1\ud55c \ub9c8\ucf00\ud305 \uc0dd\ud0dc\uacc4\uc5d0\uc11c \ub9c8\ucf00\ud305 \ud65c\ub3d9\uc758 \uc9c4\uc815\ud55c \ud6a8\uacfc\ub97c \uc774\ud574\ud558\ub294 \uac83\uc740 \uadf8 \uc5b4\ub290 \ub54c\ubcf4\ub2e4 \uc911\uc694\ud558\uba74\uc11c\ub3c4 \uc5b4\ub835\uc2b5\ub2c8\ub2e4. \uae30\uc874\uc758 \uae30\uc5ec \ubaa8\ub378\uc740 \uadc0\uc911\ud55c \uc778\uc0ac\uc774\ud2b8\ub97c \uc81c\uacf5\ud558\uc9c0\ub9cc, \ub9c8\ucf00\ud305 \ud65c\ub3d9\uacfc \ube44\uc988\ub2c8\uc2a4 \uc131\uacfc \uac04\uc758 \uc778\uacfc \uad00\uacc4\ub97c \ud655\ub9bd\ud558\ub294 \ub370\ub294 \ubd80\uc871\ud569\ub2c8\ub2e4. \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub294 \uacfc\ud559\uc801 \uc2e4\ud5d8 \uc124\uacc4\ub97c \ub9c8\ucf00\ud305 \uce21\uc815\uc5d0 \uc801\uc6a9\ud558\uc5ec \uc774\ub7ec\ud55c \uac04\uadf9\uc744 \uba54\uc6b0\uace0, &quot;\uc774 \ub9c8\ucf00\ud305 \ud65c\ub3d9\uc744 \uc2e4\ud589\ud558\uc9c0 \uc54a\uc558\ub2e4\uba74 \uc5b4\ub5a4 \uc77c\uc774 \uc77c\uc5b4\ub0ac\uc744\uae4c?&quot;\ub77c\ub294 \uc9c8\ubb38\uc5d0 \ub300\ud55c \ud655\uc2e4\ud55c \ub2f5\uc744 \uc81c\uc2dc\ud569\ub2c8\ub2e4. \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub97c \uce21\uc815 \uc804\ub7b5\uc5d0 \ud1b5\ud569\ud558\uba74 \ub2e4\uc74c\uacfc \uac19\uc740 \uc774\uc810\uc744 \uc5bb\uc744 \uc218 \uc788\uc2b5\ub2c8\ub2e4.\n<ol data-source-line=\"337-341\">\n<li data-source-line=\"337-337\">\uc785\uc99d\ub41c \uc778\uacfc\uad00\uacc4\ub97c \uae30\ubc18\uc73c\ub85c \ubcf4\ub2e4 \uc815\ud655\ud55c \uc608\uc0b0 \ubc30\ubd84 \uacb0\uc815\uc744 \ub0b4\ub9ac\uc138\uc694.<\/li>\n<li data-source-line=\"338-338\">\uadc0\uc18d \ubaa8\ub378\uc758 \uacb0\uacfc\ub97c \uac80\uc99d\ud558\uac70\ub098 \uc774\uc758\ub97c \uc81c\uae30\ud569\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"339-339\">\uc9c4\uc815\ud55c \uc99d\ubd84\uc801 \uacb0\uacfc\ub97c \uc81c\uacf5\ud558\ub294 \ub300\uc0c1, \ucc44\ub110 \ubc0f \ucea0\ud398\uc778\uc744 \uc2dd\ubcc4\ud569\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"340-341\">\uc870\uc9c1 \uc804\uccb4\uc758 \ub9c8\ucf00\ud305 \ud6a8\uacfc\uc5d0 \ub300\ud55c \ubcf4\ub2e4 \uc815\ud655\ud55c \uc774\ud574\ub97c \uad6c\ucd95\ud558\uc138\uc694<\/li>\n<\/ol>\n\uac1c\uc778\uc815\ubcf4 \ubcf4\ud638 \uaddc\uc81c\uac00 \uac15\ud654\ub418\uace0 \uae30\uc874 \uc5b4\ud2b8\ub9ac\ubdf0\uc158 \ubc29\uc2dd\uc774 \uc810\uc810 \ub354 \ub9ce\uc740 \uc81c\uc57d\uc5d0 \uc9c1\uba74\ud568\uc5d0 \ub530\ub77c, \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub294 \uc815\uad50\ud55c \ub9c8\ucf00\ud305 \uce21\uc815 \ud504\ub808\uc784\uc6cc\ud06c\uc758 \ud544\uc218\uc801\uc778 \uad6c\uc131 \uc694\uc18c\uac00 \ub418\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uc9c0\uae08 \uc774 \uc811\uadfc \ubc29\uc2dd\uc744 \uc219\ub2ec\ud558\uba74 \uac1c\uc778\uc815\ubcf4 \ubcf4\ud638\uac00 \ucd5c\uc6b0\uc120\uc778 \ubbf8\ub798\uc5d0\uc11c \uce21\uc815 \uc5ed\ub7c9\uacfc \uacbd\uc7c1 \uc6b0\uc704\ub97c \uc720\uc9c0\ud560 \uc218 \uc788\ub294 \uc720\ub9ac\ud55c \uc785\uc9c0\ub97c \ud655\ubcf4\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub97c \ud1b5\ud574 \uc5b4\ud2b8\ub9ac\ubdf0\uc158\uc744 \ud55c \ub2e8\uacc4 \ub354 \ubc1c\uc804\uc2dc\ud0ac \uc900\ube44\uac00 \ub418\uc168\ub098\uc694?\u00a0<a href=\"https:\/\/attrisight.com\/ko\/\" target=\"_blank\" rel=\"noopener noreferrer\">\uc560\ud2b8\ub9ac\uc0ac\uc774\ud2b8<\/a>\u00a0\ubcf8 \ubb38\uc11c\uc5d0\uc11c \ub17c\uc758\ub41c \uacfc\uc81c\ub97c \ud574\uacb0\ud558\ub294 \uac1c\uc778\uc815\ubcf4 \ubcf4\ud638 \uce21\uc815\uc744 \uc704\ud574 \uc124\uacc4\ub41c \uc194\ub8e8\uc158\uc744 \uc81c\uacf5\ud569\ub2c8\ub2e4.\u00a0<a href=\"https:\/\/attrisight.com\/ko\/%eb%a9%80%ed%8b%b0%ed%84%b0%ec%b9%98-%ec%86%8d%ec%84%b1-%ec%9d%b4%ed%95%b4%eb%a1%9c-%ea%b3%a0%ea%b0%9d-%ec%97%ac%ec%a0%95-%ec%99%84%eb%a3%8c\/\" target=\"_blank\" rel=\"noopener noreferrer\">\uba40\ud2f0\ud130\uce58 \uc18d\uc131<\/a>\u00a0\uc6b0\ub9ac\uc758 \uc5ed\ub7c9\uc744 \uc54c\uc544\ubcf4\uace0\u00a0<a href=\"https:\/\/attrisight.com\/ko\/%ea%b0%9c%ec%9d%b8-%ec%a0%95%eb%b3%b4-%eb%b3%b4%ed%98%b8-%ec%9a%b0%ec%84%a0-%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%ea%b7%a0%ed%98%95-%ed%86%b5%ec%b0%b0%eb%a0%a5-%ea%b7%9c%ec%a0%95-%ec%a4%80\/\" target=\"_blank\" rel=\"noopener noreferrer\">\uac1c\uc778 \uc815\ubcf4 \ubcf4\ud638 \uc6b0\uc120 \uc811\uadfc \ubc29\uc2dd<\/a>\u00a0\ud6a8\uacfc\uc801\uc778 \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub97c \uad6c\ud604\ud558\ub294 \ub370 \ub3c4\uc6c0\uc774 \ub420 \uc218 \uc788\uc2b5\ub2c8\ub2e4.\n<h2 id=\"academic-references\" tabindex=\"-1\" data-source-line=\"346-346\"><span class=\"ez-toc-section\" id=\"Academic_References\"><\/span>\ud559\uc220 \ucc38\uace0\ubb38\ud5cc<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ol data-source-line=\"348-361\">\n<li data-source-line=\"348-349\">\nBarajas, J., Akella, R., Holtan, M., &amp; Flores, A. (2016). &quot;\ub9c8\ucf13\ud50c\ub808\uc774\uc2a4\uc5d0\uc11c \uc628\ub77c\uc778 \ub514\uc2a4\ud50c\ub808\uc774 \uad11\uace0 \uadc0\uc18d\uc744 \uc704\ud55c \uc2e4\ud5d8 \uc124\uacc4 \ubc0f \ucd94\uc815.&quot; \ub9c8\ucf00\ud305 \uacfc\ud559, 35(3), 465-483.\n<\/li>\n<li data-source-line=\"350-351\">\nBarajas, J., Bhamidipati, N., &amp; Shanahan, J. (2021). &quot;\ud504\ub85c\uadf8\ub798\ubc0d \uad11\uace0\uc5d0\uc11c\uc758 \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8: \uc774\uc911 \ub9f9\uac80 \ub514\uc790\uc778\uc744 \ud1b5\ud55c \uc815\ud655\ub3c4 \ud5a5\uc0c1.&quot; \uc6f9 \ucee8\ud37c\ub7f0\uc2a4 \ub17c\ubb38\uc9d1 2021, 3053-3061.\n<\/li>\n<li data-source-line=\"352-353\">\nGordon, BR, Zettelmeyer, F., Bhargava, N., &amp; Chapsky, D. (2019). &quot;\uad11\uace0 \uce21\uc815 \uc811\uadfc \ubc29\uc2dd \ube44\uad50: Facebook\uc758 \ub300\uaddc\ubaa8 \ud604\uc7a5 \uc2e4\ud5d8\uc5d0\uc11c \uc5bb\uc740 \uc99d\uac70.&quot; \ub9c8\ucf00\ud305 \uacfc\ud559, 38(2), 193-225.\n<\/li>\n<li data-source-line=\"354-355\">\nJohnson, GA, Lewis, RA, &amp; Nubbemeyer, EI (2017). &quot;\uc720\ub839 \uad11\uace0: \uc628\ub77c\uc778 \uad11\uace0 \ud6a8\uacfc \uce21\uc815\uc758 \uacbd\uc81c\uc131 \uac1c\uc120.&quot; \ub9c8\ucf00\ud305 \uc5f0\uad6c \uc800\ub110, 54(6), 867-884.\n<\/li>\n<li data-source-line=\"356-357\">\nLewis, RA, &amp; Rao, JM (2015). &quot;\uad11\uace0 \uc218\uc775 \uce21\uc815\uc758 \ubd88\ub9ac\ud55c \uacbd\uc81c\ud559.&quot; \uacbd\uc81c\ud559 \ubd84\uae30\ubcc4 \uc800\ub110, 130(4), 1941-1973.\n<\/li>\n<li data-source-line=\"358-359\">\nLi, H., &amp; Kannan, PK (2014). &quot;\ub2e4\uc911\ucc44\ub110 \uc628\ub77c\uc778 \ub9c8\ucf00\ud305 \ud658\uacbd\uc5d0\uc11c\uc758 \uc804\ud658 \uae30\uc5ec\ub3c4: \uacbd\ud5d8\uc801 \ubaa8\ub378\uacfc \ud604\uc7a5 \uc2e4\ud5d8.&quot; \ub9c8\ucf00\ud305 \uc5f0\uad6c \uc800\ub110, 51(1), 40-56.\n<\/li>\n<li data-source-line=\"360-361\">\nBerman, R. (2018). &quot;\ub9c8\uc9c0\ub9c9 \ud130\uce58 \ub108\uba38: \uc628\ub77c\uc778 \uad11\uace0\uc5d0\uc11c\uc758 \uadc0\uc18d.&quot; \ub9c8\ucf00\ud305 \uacfc\ud559, 37(5), 771-792.\n<\/li>\n<\/ol>","protected":false},"excerpt":{"rendered":"<p>\ub04a\uc784\uc5c6\uc774 \uc9c4\ud654\ud558\ub294 \ub514\uc9c0\ud138 \ub9c8\ucf00\ud305 \ud658\uacbd\uc5d0\uc11c \ub9c8\ucf00\ud305 \ud65c\ub3d9\uc758 \ud6a8\uacfc\ub97c \uc815\ud655\ud558\uac8c \uce21\uc815\ud558\ub294 \uac83\uc740 \uc810\uc810 \ub354 \ubcf5\uc7a1\ud574\uc9c0\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uae30\uc874\uc758 \uae30\uc5ec \ubaa8\ub378\uc740 \uc720\uc6a9\ud558\uc9c0\ub9cc, \ub9c8\ucf00\ud305 \ud6a8\uacfc\ub97c \uc81c\ub300\ub85c \ubcf4\uc5ec\uc8fc\ub294 \ub370\ub294 \uc885\uc885 \ubd80\uc871\ud569\ub2c8\ub2e4. \ubc14\ub85c \uc774\ub7ec\ud55c \uc0c1\ud669\uc5d0\uc11c \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\uac00 \uc0c1\uad00\uad00\uacc4\ub97c \ub118\uc5b4 \uc778\uacfc\uad00\uacc4\ub97c \uaddc\uba85\ud558\ub294 \uac15\ub825\ud55c \ubc29\ubc95\ub860\uc73c\ub85c \ubd80\uc0c1\ud558\uc5ec \ub9c8\ucf00\ud130\uac00 \uc5b4\ub5a4\u2026<\/p>","protected":false},"author":1,"featured_media":397,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-366","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-attribution"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Incrementality Testing: Taking Marketing Attribution to the Next Level - AttriSight<\/title>\n<meta name=\"description\" content=\"Learn how incrementality testing establishes true marketing impact beyond traditional attribution models. 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