What is Incremental Testing?

Incremental testing is a measurement process that helps brands understand the additional impact their marketing campaigns deliver, beyond what would have naturally occurred. It focuses on identifying the "incremental lift"—the new sales, conversions, or engagement driven by specific marketing activities that would not have happened without the campaign.

At Rockerbox, incremental testing is a key component of our unified measurement solution, which also includes Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA). This unified approach ensures that brands have a comprehensive view of their marketing performance, helping them isolate the true value of their campaigns and make more informed decisions. Beyond the technology, Rockerbox adds an extra layer of value through our professional services, offering expert guidance at every step of the testing process to ensure meaningful insights and impactful results.

How Incremental Testing Works at Rockerbox

Rockerbox’s approach to incremental testing is designed to be both precise and collaborative. Here’s how it works:

1. Collaborate to Define Your Experiment
   Our team works closely with you to identify the specific marketing campaigns, channels, or tactics to test. Whether you have a clear objective or need strategic guidance, Rockerbox’s professional services team helps you design the test, define clear KPIs, and establish control groups to ensure the experiment is set up for success.
2. Expert Execution of the Testing Process
   Once the test is designed, Rockerbox manages the entire process, using advanced methodologies such as A/B testing, geo-testing, and difference-in-differences tests. Our professional services team ensures that every test is conducted with precision, reducing bias and capturing accurate data on the incremental lift of your marketing efforts.
3. Analyze and Interpret Results with Expert Guidance
   After the tests are complete, Rockerbox’s experts analyze the results, comparing your marketing activities with the control group to calculate incremental lift and other key metrics, such as incremental Cost Per Order (iCPO) and incremental ROAS (iROAS). Our professional services team provides detailed assessments and recommendations, ensuring that you understand what’s driving real value and how to act on the findings.
4. Integrate with MMM and MTA for Unified Measurement
   One of the strengths of Rockerbox’s solution is the integration of incremental testing results with your existing MMM and MTA models. This unified measurement approach ensures that all insights are not only actionable but also aligned across all your marketing efforts, giving you a complete, cohesive view of performance.
5. Ongoing Optimization with Expert Support
   Based on the insights gained from incremental testing, Rockerbox continues to work with your team to make strategic adjustments. Our professional services team helps you optimize your campaigns, scale successful tactics, and reduce inefficiencies, ensuring you’re maximizing the return on your marketing spend.

Why Use Incremental Testing?

Identify True Impact
Incremental testing allows you to determine which campaigns, channels, and tactics are genuinely driving new sales, engagement, or other business outcomes. Without it, you might misattribute success to campaigns that are merely capturing existing demand, leading to suboptimal decision-making.

Optimize Marketing Spend
By focusing on the campaigns that generate actual incremental lift, incremental testing ensures that your marketing dollars are allocated effectively. With Rockerbox’s guidance, you can optimize your budget, reducing waste and maximizing ROI.

Unified Measurement with Rockerbox
Incremental testing is a core part of Rockerbox’s unified measurement solution. By integrating test results with MMM and MTA outputs, we help you refine your models and strategies, giving you a complete, data-driven view of your marketing performance.

Expert Guidance through Professional Services
At Rockerbox, we believe that technology alone isn’t enough. Our professional services team provides the strategic guidance needed to ensure your incremental testing delivers meaningful, actionable insights. From test design to results interpretation and ongoing optimization, Rockerbox is your partner every step of the way.

FAQs

How can I run incremental testing with Rockerbox?
Rockerbox offers a comprehensive suite of tools and expert services to help you run precise and reliable incremental tests. Our professional services team will collaborate with you to define your testing goals, set up the experiment (whether it's an A/B test, geo-lift test, or another method), and manage the entire process. We then analyze the results and integrate them with your MMM and MTA models to provide a complete view of your marketing performance.

What is incremental lift, and how does Rockerbox measure it?
Incremental lift refers to the additional value generated by a marketing campaign that wouldn’t have occurred naturally. Rockerbox measures incremental lift through controlled experiments, comparing the performance of a test group (exposed to the marketing activity) with a control group (not exposed). The difference in performance between the two groups represents the incremental lift. With Rockerbox’s professional services, you’ll not only get precise measurement but also strategic recommendations on how to act on the results.

Can incremental testing be combined with other measurement methods?
Yes. At Rockerbox, incremental testing is integrated into our unified measurement approach, combining it with MMM and MTA to provide a comprehensive, holistic view of your marketing effectiveness. This ensures that you’re making informed, data-driven decisions that reflect the full impact of your marketing activities.