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Q: What is Incrementality Testing?

Incrementality Testing creates an experiment which systematically withholds media channel exposure to a representative subset of customers (the control group) while maintaining normal media channel exposure to the broader customer set (the test group).  If the control group is both sizable enough to be statistically significant and selected at random such that they are broadly representative of the customer base, then the media channel lift can be determined by the difference in business outcome (conversion, revenue, profitability, etc.) between the test and control groups.