Successful marketers recognize the need for advanced marketing measurement capabilities in today’s competitive and challenging media landscape. That means adopting a broader, triangulated measurement framework with incrementality testing, inclusive of Media Mix Modeling (MMM) and campaign-level attribution as the bedrock of modern measurement.
But here’s where many marketers stumble: They treat incrementality testing, most often in the form of geo tests, like a pass/fail exam. A one-shot referendum on their media strategy — or even worse, their competence as a marketer.
“I’m only getting $1.12 incremental ROAS and therefore my marketing strategy isn’t working and I need to re-evaluate my career, and my life…”
Wrong. There are no bad grades in media measurement.
That mindset — viewing a test as a final judgment — is one of the biggest blockers to unlocking real value through analytics. A test result is not a verdict, it’s the beginning of a feedback loop. One data point in a longer, strategic journey toward smarter, more efficient media decisions.
We tell customers all the time: Don’t live and die over your first test result. The only way to grow incrementally is by embracing sustained testing, learning, and optimization.
(For a deeper dive, watch our webinar with Dermalogica CEO Aurelian Lis to understand the power of this test and learn mindset in action.)
Unexpected Test Result? Great — That’s Just the Beginning
The true value of testing and scale isn’t just in running more tests, it’s about freeing up time to focus on the What, Why, and How. Instead of reacting emotionally to a number, start with better questions:
- What should I test in order to impact the business?
- Why did I get this result?
- What’s driving this outcome — my media mix, how I allocate budget, a misalignment on marketing strategy, my creative?
- How can I use this result to change how I deploy media or design campaigns?
This shift from “What does this grade say about me?” to “What can I do with this information?” is critical. Data is only useful when it leads to decisions — and the best decisions come when you put results in context.
If you don’t like a result, there’s simply no reason it can’t be evaluated to understand what’s really happening and where your media may be falling short of the incremental impact you expect to see.
When a Result Is Lower Than Expected
Great! You’ve just uncovered an opportunity. An underwhelming test result isn’t a dead end, it’s a signal. Now you need to apply a steady analytic methodology to evaluate strategy, align strategy with execution, and then retest to quantify improvement:
- Investigate: Is your mix too weighted toward lower-funnel tactics? Are existing customers inflating your returns?
- Adjust: Try new customer bidding, update targeting, refine inventory selection.
- Re-test: Set a new hypothesis, re-run the test, and measure again.
- This process helps develop your organization’s test-and-learn muscle — the real driver of sustainable, strategic growth.
When a Result Is Stronger Than Expected
Also great! Now the challenge is: How do you scale efficiently? You might consider:
- Increasing investment based on incrementality-driven bid targets
- Expanding reach campaigns or new customer acquisition
- Refining the audience mix to balance growth and efficiency
Final Thought: Keep Testing
Over multiple test sprints, quarter after quarter, incrementality testing stops being just a measurement tool and becomes the foundation for strategic growth as you continue to calibrate MMM, validate your assumptions, and establish baselines.
Unexpected geo test results can feel disorienting, but when viewed through the right lens, they’re among the most valuable learning opportunities in your toolkit.
Don’t stop testing. Don’t wait for perfect answers. Keep running controlled experiments and keep optimizing based on outcomes, not personal feelings. The key to performance isn’t a single test — it’s your commitment to continuous improvement.
If you’re ready to take your media measurement and optimization practice to the next level, get in touch with a Measured expert today.