The Laws of Incrementality

Whether you’re new to incrementality or a testing veteran, The Laws of Incrementality apply no matter your measurement stack, industry, or job family.

Incrementality = experiments

  • Experiments – not models – reveal causality, i.e. the tactics driving business outcomes
  • Experiments establish ground truth for cross-channel decision-making (without pixels or PII)

Not all incrementality experiments are created equal

Three main categories inform the strength and reliability of an incrementality test:

  • Accuracy and precision
  • Transparency
  • Objectivity

Incrementality is a continuous practice

  • Incrementality experiments should be continuous, high-velocity, and actionable
  • Incrementality experiments represent a point in time; there is always something new to test, learn, and optimize
  • Always be experimenting. More testing = smarter decision making

Incrementality is unique to your business

  • Brands can’t rely on benchmarks or others’ tests – what works for one business may not work for another
  • Designing the right experiment roadmap to answer your business questions is key to getting value from incrementality

Acting on incrementality improves your business

  • Reporting, goaling, and budget allocation should all be grounded in incrementality
  • Optimizing marketing for incrementality improves your P&L
  • Incrementality experiments are the connective tissue between marketing and finance teams

The Laws of Incrementality

Whether you’re new to incrementality or a testing veteran, The Laws of Incrementality apply no matter your measurement stack, industry, or job family.

Incrementality = experiments

Not all incrementality experiments are created equal

Incrementality is a continuous practice

Incrementality is unique to your business

Acting on incrementality improves your business