It can be a challenge when it comes to defining incrementality is and what it means to your business. For some marketers, incrementality means net new customers, for others, it is purely an uplift in sales, and for others, it is repeat purchases and lifetime value. This viewpoint opens the door to a wider conversation around attribution and where credit should be awarded in the customer lifecycle. Are all channels invited to the attribution party? Does partner marketing make the guest list? To understand this, let's take a deeper look at the concept of incrementality and how it fits into your wider growth and customer acquisition strategy.