Incrementality testing only works if it drives decisions. Here’s where teams go wrong and how to use tests to guide spend and optimization. By Tom Leonard January 8, 2026 Everyone is talking about incrementality these days, and that’s a good thing. It means more teams are finally asking the right question: Are our … Continue reading 3 incrementality testing mistakes — and how to avoid them
Columnist Nick Iyengar shares tips on how to take your organization’s testing program to the next level without investing in the latest technology and tools. Nick Iyengar on January 30, 2017 Many organizations are still new to the world of testing and optimization. Indeed, our “State of Digital Marketing Analytics in the Top 1000 … Continue reading Increase the impact of your testing program in 2017
