Incrementally testing frameworks
Proving the true impact of marketing activity
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Measuring what really drives growth
Incrementality Testing Frameworks allow organisations to isolate the effect of campaigns and channels, separating genuine lift from activity that would have happened anyway. This provides a clearer picture of what marketing truly delivers.
The service ensures that decisions are based on evidence rather than assumption. By understanding the incremental impact of campaigns, businesses can avoid wasted spend and improve targeting.
With these frameworks in place, teams can measure success more accurately and build confidence in both strategy and execution.
Benefits it brings:
Accuracy
identifying the real effect of campaigns and spend
Efficiency
avoiding over-investment in low-impact activities
Clarity
evidence-based evaluation of marketing performance
Confidence
stronger decisions supported by robust testing methods
Our approach
The first step is assessing current measurement practices to identify where incrementality testing will add the most value. This ensures the frameworks are targeted to real business challenges.
Controlled experiments and test designs are then developed, using methodologies such as geo-testing, audience splits or holdout groups. These models isolate incremental lift and reveal the true drivers of performance.
Results are translated into actionable insights for future investment decisions. Regular iterations of testing ensure incrementality analysis becomes part of a continuous improvement cycle, rather than a one-off project.
ROI with impact
We believe in creating experiences that not only engage users but also drive real a ROI for your business. We balance strategy with fast delivery without compromising on creative.
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