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What is Incrementality Testing?
Incrementality Testing creates an experiment which systematically withholds media channel exposure to a representative subset of users (the control group) while maintaining normal media channel exposure to the broader user 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 user base, then the media channel’s incremental contribution can be determined by the difference in business outcome (conversion, revenue, profitability, etc.) between the test and control groups.
Incrementality testing, when executed properly, can account for the pixel related blindness that occurs when trying to use MTA to measure the effectiveness of Walled Garden media.
Trevor is a pioneer and expert in the cross-channel attribution category.