What the best metric in sports analytics tells marketers about ad effectiveness

Looks at advertising effectiveness through the lens of WAR, or ‘Wins Above Replacement’, a stat used in sports.

“Wins Above Replacement” (known as WAR) is the best stat in sports because it is an incrementality measure… a player’s WAR is an estimate of how many more games his team will win because he is on the team instead of a substitute who plays the same position....