Best Practice Report

Testing, Testing: Use Incrementality Tests To Lift Your Marketing ROI

Adopting Best Practices For Incrementality Tests Will Elevate Your Marketing Measurement

October 16th, 2023
Tina Moffett, Principal Analyst
Tina Moffett Principal Analyst
With contributors:
Emily Collins , Benjamin Nagle , Christine Turley

Summary

B2C marketers are constantly challenged to demonstrate advertising and marketing effectiveness and quantify the impact of their tactics or programs. One approach to understanding marketing’s impact on the business is through incrementality tests. Testing is a powerful, scientific approach that can concretely prove causality. B2C marketing executives can use this report to learn incrementality testing basics and best practices for developing a marketing testing strategy.

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