Measuring Incrementality Requires Good Control Groups
Lift Studies Aren’t Enough
For marketers challenged to determine which elements of their plans have the biggest impact on revenue, lift measurement is often the answer. It is after all the only way to measure incrementality.
But high quality, business building decisions rely on an often overlooked detail: the control group.
In this whitepaper, you’ll learn:
The importance of making apples to apples comparisons
The anatomy of an effective control group
A recommended approach built from scientific study