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