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Calibrating with Chaos

The Dangers of Incrementality Tests in Marketing Mix Models

For many brands, well-designed experiments are a necessary tool in their marketing measurement program.

But beware – when it comes to using data from experiments to calibrate marketing mix models, not all tests are created equally.

Download this whitepaper for a deep dive into the most dangerously overlooked sources of “noise” in incrementality experiments, and how marketers can counter those threats for more accurate modeling and business decisions.

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Calibrating with Chaos Whitepaper
You’ll learn:
The effects of “statistical noise” on downstream models and business drivers
Four methods for identifying and mitigating contamination in incrementality tests and lift tests
The role of Commercial Analytics in designing experiments that accurately reflect a multi-channel, multi-platform world

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