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How can I use Incrementality Testing?

Welcome to the third installment of our "Incrementality Explainer" video series. In this episode, Nick Stoltz delves into how marketers can effectively utilize incrementality testing in their practices. As marketers become more sophisticated in their incrementality journey, they leverage tests in three key ways, each building upon the previous. Validation: Incrementality tests serve as a validation tool for marketers. By assessing the incrementality lift, contribution to sales, and efficiency metrics such as CPO or ROAS, marketers validate the performance of media channels or tactics against their targets. Experimental Learning Agenda: Marketers progress from one-off incrementality tests to incorporating incrementality testing into a broader experimental learning agenda. This approach involves quarterly planning and strategic testing to answer key questions and build upon previous testing initiatives. It enables marketers to establish a continuous testing and learning practice. Incrementality-Based Attribution: The most sophisticated application of incrementality testing lies in using it as a cornerstone of attribution and decision-making practices. Regardless of the attribution methodology, whether marketing mix modeling, multi-touch attribution, or other approaches, regular and systematic incrementality testing is crucial for directly calibrating models. By informing attribution with incrementality, marketers optimize media spend based on incremental impact and adapt quickly to changes in the brand, product, media strategy, or external factors like iOS 14.5. In summary, marketers utilize incrementality testing to validate media spend, build experimental learning programs, and enhance their attribution practices. To establish a best-in-class attribution practice, it is essential to actively inform attribution and media optimization through regular and systematic incrementality testing. Subscribe to Measured's YouTube channel to stay updated with the Incrementality Explainer series, where we provide valuable insights into leveraging incrementality testing for marketing optimization. Unlock the power of incrementality and elevate your marketing strategies for success. Want a demo, visit https://www.measured.com/demo/ #incrementalitymeasurement #incrementalitytesting