You see success stories about brands that have leveraged incrementality testing to transform their business. While these are inspiring, they conceal an inescapable reality of executing a high-impact incrementality testing program: Sometimes, test results will bum you out.
In our latest episode Open Haus Playbook, Haus Measurement Strategists Dean Gordon and Ike Armstrong sit down to talk about that difficult moment when you get a test result that “punches you in the chin.”
First, they outline ways to frame that poor test result in a way that's productive — not just to your marketing org, but also to the finance team and the C-suite. Then they lay out their playbook for next steps after a less-than-stellar result. They’ll share some tactical testing ideas that can build upon this baseline result and turn it from a disappointment to the start of improved media performance.
In this episode:
- Intros + defining “bad test results” (1:22)
- The different types of bad test results (4:37)
- Reframing a “bad” test result (7:42)
- How do you communicate bad test results to finance? (13:04)
- Planning next steps after bad test results (15:30)
- Strategy #1: The 1-2-1 approach (21:05)
- Strategy #2: The Firehose Approach (30:50)
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