Topic: test design
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Avoid These 3 Costly Incrementality Testing Mistakes
Incrementality testing is essential for measuring true marketing impact, moving beyond attribution to determine if efforts drive new results or simply claim existing ones. Successful testing requires clear upfront goals and a decision framework to translate results into actionable business metric...
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Incrementality: The True Measure of Marketing Impact
Incrementality measures the actual additional conversions and revenue directly caused by marketing campaigns, distinguishing true impact from mere correlation. It is typically assessed through methods like randomized holdout testing or geographic comparisons, comparing exposed groups to control g...
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