What is Incrementality Testing?

Incrementality testing is a method used to measure the true effect of your marketing efforts by isolating the outcomes that wouldn’t have occurred without the campaign. This process is designed to identify the incremental improvements in metrics like sales or engagement, which can only be attributed to the campaign itself.

At Rockerbox, incrementality testing plays a pivotal role in our unified measurement solution, which also includes Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA). By incorporating these testing results alongside MMM and MTA data, we provide brands with a full picture of their marketing performance. Our approach ensures that brands can identify and leverage the true drivers of growth, and our professional services team adds a layer of expert guidance to help you extract actionable insights from the process.

How Incrementality Testing Works with Rockerbox

Our process at Rockerbox ensures your testing delivers accurate and meaningful results. Here’s how we approach incrementality testing:

1. Collaborative Test Design
   We work with your team to define the marketing tactics or channels that need to be tested. Whether it’s a specific objective you want to achieve or you need help shaping your approach, Rockerbox’s professional services team assists in establishing test parameters, identifying control groups, and setting the appropriate key performance indicators (KPIs) to make sure the test is properly aligned with your goals.
2. End-to-End Test Execution
   Rockerbox manages the entire incrementality testing process, using methodologies like geo-lift tests, A/B testing, and difference-in-differences analysis to ensure accurate measurement. Every aspect of the test is handled with precision, allowing us to uncover the real impact of your marketing efforts without the noise of external variables.
3. Detailed Analysis and Insights
   Our experts then analyze the results, comparing the outcomes of the test group with the control group to determine the true incremental lift generated by your marketing activities. We calculate key metrics like incremental Return on Ad Spend (iROAS) and incremental Cost Per Order (iCPO), providing you with detailed insights into how your campaigns are performing. Rockerbox’s professional services team delivers these results in a way that is both understandable and actionable, ensuring you know exactly how to use the data to improve your marketing.
4. Integration with MMM and MTA for a Unified View
   By integrating the results of incrementality testing with your MMM and MTA models, Rockerbox ensures your measurement framework is comprehensive and unified. This holistic approach means that all your testing insights can be used to refine your broader marketing strategy, leading to more informed and impactful decisions.
5. Ongoing Optimization with Strategic Support
   The insights gained from incrementality testing are only the beginning. Rockerbox’s professional services team works with you to continuously adjust and optimize your marketing strategy based on test results, helping you scale successful efforts and refine those that are underperforming. Our goal is to maximize the effectiveness of your marketing spend over time.

Why Choose Incrementality Testing?

Uncover True Impact
Incrementality testing allows you to identify the specific campaigns, tactics, and channels that are truly driving new growth. By isolating the impact of your marketing efforts, you can avoid attributing success to campaigns that are simply riding the wave of existing demand.

Maximize Marketing Efficiency
By focusing your resources on the campaigns and channels that deliver incremental lift, you ensure that your marketing budget is being spent efficiently. With Rockerbox’s expert guidance, you’ll be able to minimize waste and maximize returns on your investment.

Unified Measurement for Comprehensive Insights
Incrementality testing at Rockerbox doesn’t stand alone—it’s part of a broader unified measurement framework that includes MMM and MTA. This integration allows you to validate your results and create a more comprehensive view of your marketing performance.

Expert Guidance with Rockerbox Professional Services
At Rockerbox, we don’t just offer technology—we offer expertise. Our professional services team helps guide you through the testing process, from design to execution and analysis. We ensure that your tests are set up for success and that the insights you gain are directly applicable to improving your marketing performance.

FAQs

How do I conduct incrementality testing with Rockerbox?
Rockerbox offers a complete suite of tools for incrementality testing, supported by our professional services team. We work alongside you to define your testing goals, set up experiments like A/B tests or geo-lift tests, and manage the entire process. Once the test is complete, we integrate the results with your MMM and MTA models, providing a full picture of your marketing performance.

What is incremental lift, and how does it benefit my business?
Incremental lift refers to the additional results—such as sales or engagement—that can be directly attributed to a specific marketing activity. Rockerbox measures incremental lift by comparing the outcomes of a test group with a control group. This allows you to see the true value your marketing is delivering, beyond what would have occurred without your campaign. The insights you gain from this process can help you refine your marketing strategies for more effective results.

Can incrementality testing be combined with other measurement methods?
Yes, at Rockerbox, incrementality testing is part of a unified measurement approach that also includes MMM and MTA. This ensures that all aspects of your marketing performance are measured and validated, giving you a holistic and actionable view of what’s driving growth.