In this unfiltered conversation, Olivia Kory, Tyler Horner, and Stephen Barston answer all your questions about marketing incrementality.
They cover foundational topics for those new to the concept, including when a brand is ready for incrementality testing (8:00) and what a step-in approach to incrementality might look like (11:51).
Then the team dives into some tactical, in-depth questions, including:
- What an ideal testing roadmap looks like (24:29)
- What constitutes a good vs. a bad result (28:18)
- How to test creative strategy (38:51)
- Why you need experiments if you already use MMM (45:19)
Notable moments:
- [00:02:37] - Introductions: Meet the panel of incrementality experts.
- [00:06:00] - Why incrementality is a big deal and how to get started.
- [00:08:00] - When is a brand at the right scale to invest in tools like Haus or MMM?
- [00:11:51] - How can smaller businesses with limited budgets benefit from incrementality?
- [00:16:30] - What are the biggest operational hurdles to incorporating incrementality testing?
- [00:19:30] - What is a holdout test and why is it used to measure incrementality?
- [00:21:13] - Will running holdout tests disrupt performance or reset campaign learnings?
- [00:24:29] - What does an ideal testing roadmap look like?
- [00:28:18] - What constitutes a good vs. a bad result (and how to react when iROAS is less than 1)?
- [00:38:51] - How should you test creative strategy?
- [00:41:09] - How to approach testing when your product has a long time-to-conversion.
- [00:45:19] - Why do you need experiments if you already use Media Mix Modeling (MMM)?
- [00:57:15] - Should you run different tests during high and low seasons?
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