What is an incrementality experiment?
An incrementality experiment aims to measure the true value or effectiveness of a specific marketing channel or tactic. Its purpose is to determine the amount of conversions or revenue driven solely by a specific marketing campaign, independent of unreliable and sometimes biased 3rd party tracking solutions. For this reason, incrementality experiments are often referred to as the gold standard of marketing measurement.
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Geo-based vs user-level incrementality experiment
Pros & cons Geo Experiments
Pros
Measure cross-channel incrementality (like incrementality of Meta + Google Search)
Measure incrementality of “untrackable” channels like TV, Out-of-home or Audio.
Future proof: no reliance on sensitive IDs or other trackers
Fully transparent and replicable test results
Low setup cost compared to other incrementality measurements (e.g. MMM)
Cons
Requires expertise to properly set-up and execute
Usually takes 2-4 weeks before results can be interpreted
Pros & cons user-level experiment
Pros
Can detect incrementality in smaller audiences
Results can sometimes be available within 1 week
Cons
Dependence on ad networks. No way to validate or replicate results
Tracking limitations makes this type of measurement harder execute and trust
Unable to measurement cross-channel lift
Unable to measure “untrackable” channels
Geo Experiments has increased in popularity over the last few years as a result of the privacy changes enforced by Apple and regulators across the world which has increased the complexity of executing user-level experiments properly.
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Not all GEO Experiments are created equal
One of the critical components in executing a trustworthy Geo Experiment is the test design. How do we create two unbiased and similar groups that account for different user-behavior across different parts of the test market? At Twigeo, we use a unique approach based on combining modern machine learning, Bayesian framework and Synthetic Control Method (SCM) to build a synthetic control unit based on the control group.
The use of SCMs (originally designed for evaluating policy changes) in marketing measurement was pioneered roughly 5 years ago by PhD researchers. At Twigeo, our Data Science team has been building on top of these innovations to create an experiment framework fully tailored to the modern marketing landscape. In 2022, we partnered up with Meta to collaborate with their Marketing Science team to further develop our Geo Experiment toolkit, and have since become one of their selected measurement partners.
Over the last few years, our approach to Geo experiments has helped clients:
- Figure out the true incrementality of their Meta and TikTok campaigns
- Understand whether or not their Google Search brand terms are cannibalizing on organic traffic
- Understand how effective online and offline branding campaigns are at driving up demand that leads to bottomline conversions and revenue
Why you should use Twigeo incrementality studies
At Twigeo we have vast experience in the field of incrementality within marketing. We are pioneers who constantly seek new ways to evolve, challenge and explore this area. Thanks to that we are a trusted and certified Meta partner who execute experiments for their selected clients. Do you need help future-proofing your marketing measurement in a privacy-safe way? Get in touch below!