Pathformance provides a comprehensive measurement methodology, setting up store-level test and control parameters to accurately gauge the impact of advertising. This approach helps distinguish between purchases influenced by advertising and those that would have occurred regardless; thus, providing a clearer picture of incremental sales directly attributed to the advertising. This level of sophisticated assessment can lead to more efficient allocation of marketing budget and strategy. Furthermore, Pathformance encourages the development of a zero-party data strategy, which prioritizes the collection of data directly from customer interactions, enabling you to have an independent and richer understanding of your customers.