How do you incorporate learnings from incrementality tests into your marketing strategy?

Incorporating learnings from incrementality tests into your marketing strategy involves several key steps:

Integration with Attribution Model: Integrate incrementality tests results into your custom attribution model to enhance decision-making. This ensures that media spend is optimized based on incremental results rather than just attributed conversions. Regular recalibration of attribution models with up-to-date incrementality test results helps account for changes in consumer behavior and market dynamics. This is exactly what we do at WorkMagic with our Incrementality-based Attribution.

Optimization of Marketing Mix: Use your incrementality-based attribution model to guide changes to your marketing mix. By understanding which channels and tactics drive incremental value, you can allocate budgets more effectively and optimize for the highest possible return on investment.

Hypothesis Thinking: As you understand the incrementality of your channels and tactics, you should form hypotheses on what the underlying reasons behind why a channel is incremental or not. These hypotheses should help inform your testing roadmap of current and new channels and tactics.

Developing an Experimental Learning Agenda: Establish a continuous test-and-learn approach by incorporating incrementality testing into a broader experimental learning agenda. This involves setting a regular cadence for tests, prioritizing strategic questions, and collaborating with cross-functional teams. This approach enables marketers to evolve incrementality testing from a one-off exercise into an ongoing practice that informs strategic decision-making and budget optimization.

By systematically incorporating these learnings, marketers can improve the effectiveness of their campaigns, optimize budget allocations, and drive sustainable growth.