Using Incrementality Testing to Find the True Value of a Campaign

Challenges

1. A major pressing question: Did this campaign actually cause an increase in conversions, or would these conversions have happened anyway?
2. With the multitude of marketing campaigns across platforms, the brand found it difficult to determine which platforms delivered the most value.
3. The difficulty in differentiating between genuine contributors made budget and resource allocation a perplexing task.

Solution

The brand opted for Incrementality Testing, employing Randomized Control Trials (RCTs) across its primary marketing avenues. For every channel, a random segment of the audience was deliberately kept from viewing a particular campaign, forming the control group. Meanwhile, the remaining audience was actively engaged with the campaign, constituting the test group.Unravel the details of this approach in this comprehensive case study.