Analytics
Incrementality Testing
Incrementality testing measures the true causal impact of a marketing campaign by comparing outcomes between an exposed group and a control group that did not see the campaign. It isolates the incremental lift that marketing activity produces above what would have happened organically.
Examples
A brand runs a geo-holdout test where ads are paused in select cities to measure the incremental sales lift generated by its digital campaign.
Best Practices
Ensure your control and test groups are statistically comparable, run tests long enough to capture full purchase cycles, and isolate one variable per test.