The Incrementality Playbook Every Ecommerce Marketer Needs скачать в хорошем качестве

The Incrementality Playbook Every Ecommerce Marketer Needs

Are you making decisions based on data that proves causality or just correlation? Connor Rolain (Head of Growth, HexClad), Connor MacDonald (CMO, Ridge), and Cody Plofker (CEO, Jones Road Beauty) dig into what it means to build a truly incrementality-first marketing organization. They break down how to string together consecutive channel tests — using each result to build the next hypothesis rather than testing in isolation. They share real examples from their own accounts, including how a 20% budget shift to brand video drove a 40% lift in incremental results, why TikTok Shop is proving to reach a new audience for HexClad, and how Jones Road diagnosed and rebuilt a struggling Meta account from first principles. The conversation also tackles the nuance of measuring upper-funnel channels like CTV and YouTube, when directional reads are enough, and how to build a culture where your team learns to think incrementally without being told to. Powered By Motion Creative Benchmarks 2026 https://motionapp.com/thumbstop-pulse... Haus https://www.haus.io/operators Prescient AI https://www.prescientai.com/operators Richpanel https://9ops.co/richpanel Aftersell https://9ops.co/4i3bb5 Operators Newsletter https://9operators.com/ Chapters 00:00:00 Your Holdouts Crash Course 00:05:04 What Incremental First Means 00:07:15 Metrics Hierarchy & Testing 00:09:44 TikTok Shop & Retention 00:15:33 How to Educate Tech Partners 00:17:34 Holdouts vs Directional Tests 00:20:50 Stringing Tests Together 00:24:00 Diagnosing Meta Struggles 00:29:30 Channel Level vs Optimization 00:34:40 Consecutive & Seasonality 00:36:13 Spending Your Next Dollar Best 00:40:17 Leveraging Directional Results 00:42:26 CTV Efficiency + Search Lift 00:45:00 Do Paid Channels Compound? 00:49:25 Ridge Ran 58 Tests Last Year 00:53:15 How Brand Video Drives 40% Lift 00:57:17 Signal Engineering & Brand 00:59:34 3 Steps of Incrementality