Prioritize tests where uncertainty has real financial consequences, then use the results to guide decisions long after the test ends. By Tom Leonard Published on August 24, 2026 Incrementality testing is having a moment. And for good reason. Platform attribution has obvious limitations, MMM can’t answer every tactical question, and marketers are increasingly … Continue reading Run fewer incrementality tests and get more from them
Build reliable control groups, choose meaningful success metrics, and generate results you can defend in budget conversations. By Sean Nowlin Published on July 20, 2026 Most connected TV (CTV) incrementality tests fail before a single ad runs. They don’t fail because the media underperformed, but because the test produced a number that looks … Continue reading How to run a CTV incrementality test (and why most fail)
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
Spot the attribution traps that distort your results, run a simple incrementality test and start investing in what truly drives growth. Tom Leonard on August 15, 2025 I may live in a marketing-measurement bubble, but if you’re a brand — especially a consumer brand — you’ve likely felt the itch: “‘Maybe we should think … Continue reading 4 steps to kickstart incrementality without overcomplicating it
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: Marketing attribution for social media and email campaigns. MarTechBot on December 2, 2024 Best of the MarTechBot showcases the MarTechBot’s responses to prompts submitted by readers. See more about how marketers are using MarTechBot here. The language model is based on content … Continue reading Measuring marketing incrementality: Best of the MarTechBot
Robert Glazer December 25, 2014 Right now, “incrementality” is a hot word in online affiliate marketing. According to our friends at Affiliate Window in a recent blog post, incrementality “consists of sales that an advertiser would not have obtained without a publisher’s contribution”. That means that incrementality measures more than just new customers — … Continue reading Understanding Incrementality In Affiliate Programs
