Incrementality AMA - An unfiltered conversation with Olivia Kory and incrementality experts

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?