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A/B testing is a specialized type of incrementality measurement. In A/B testing randomized groups are shown a variant of a single variable (web design, landing page, marketing creative etc.) in order to determine which variant is more effective. Incrementality measurements use A/B testing in certain media channels, such as prospecting, where tracking a media exposure for both the test and control groups is required. In the case of media incrementality the A group (test group) is shown business as usual media exposure while the B group (control group) has exposure withheld or is shown a null media exposure, typically a public service announcement (PSA) for a charity of the marketers choice. The more generic form of A/B testing is called Design of Experiments (DoE).