Getting Started With Incrementality Measurement
Six articles taking you from “our model tells us what’s working” to “we can prove what’s actually causing sales.” Incrementality measurement, combining MMM with controlled experiments, is how the best measurement teams close the gap between correlation and causal truth.
6-article series – 42 min total read – For marketers and CMOs
+26%
Incremental sales uplift when MMM is calibrated with validated experiment results
Causal truth
Incrementality answers the question MMM alone can’t: did the advertising actually cause this?
Privacy-safe
Geo-level experiments use aggregated regional data, no individual identifiers required
6 articles
All articles in the series
The Incrementality Gap: What Your Model Can’t Tell You
MMM tells you what correlated with sales. Incrementality tells you what caused them. That gap is where the most expensive marketing mistakes happen.
Thought Leadership – 7 min read
How Geo Experiments Measure Incrementality
Controlled experiments are the gold standard for establishing what advertising truly caused. Here’s how they work, why geography is stable when cookies aren’t, and what makes a result trustworthy.
Explainer – 8 min read
The $1 Billion Incrementality Question
A major advertiser nearly cut branded search. An experiment proved it was driving over £1B in incremental revenue through a conversion path attribution had missed entirely. Measure twice, cut once.
Case Study – 7 min read
How Incrementality Measurement Makes Your MMM Sharper
Incrementality evidence from experiments calibrates MMM coefficients — replacing uncertain modelled estimates with observed causal truth. What changes, and what it looks like when it works.
Thought Leadership – 8 min read
Which Channels Need Incrementality Testing First?
Not every channel needs an experiment right now. How to prioritise — hard-to-measure media, largest budget lines, where MMM and attribution tell different stories.
Practical Guide – 7 min read
Building an Always-On Incrementality Programme
A single experiment is a data point. A continuous programme builds an evidence library no competitor can replicate. What integrated incrementality measurement looks like in practice.
Practical Guide – 8 min read
Ready to talk about your business?
Whether you’re approaching MMM for the first time or looking to improve an existing measurement programme, we’d be glad to walk through what it would look like for your specific structure.
