What is Incrementality Measurement?
Why do I need this?
Analytic Partners’ test and learn solution, Agile Learning, supports data-driven decision making by designing sophisticated tests that provide accurate and faster results and validations on a wide range of hypotheses. As a module of GPS Enterprise, Agile Learning is an integrated part of our holistic platform for data, analytics, and decisioning.
Agile Learning experiments enable in-market validation for earlier and more confident adoption of new in-market strategies. By integrating experimental design into the measurement framework, Agile Learning can extend available intelligence to include insights gained from test and learn experimentation. Experiments focused on new marketing channels, regions, products, or operational tactics can uncover incrementality and opportunity for growth across markets.
How does it work?
Built upon the foundation of Commercial Mix Modeling with proprietary algorithms and intelligence from ROI Genome, Agile Learning goes beyond traditional test/control comparisons to capture and quantify current complexities, measure multiple KPIs and better deal with bias and contamination. Actionable insights feed back into your holistic commercial mix model to forecast expansion of tested strategies.
Agile Learning makes sophisticated experimental design easy by guiding the user through test setup, including test vs. control group selection (i.e., market or other), statistically significant sample size, and test length, and by visualizing recommended selections, attributes, KPIs and media data. With a unique contamination index capability, Agile Learning uncovers bias and makes sure you are seeing the full picture with results you can trust. This validation process ensures experiment outcomes are statistically sound, driving confidence in measurement and potential to scale.
What makes it effective?
By leveraging a holistic understanding of marketing and non-marketing drivers and a bias correction approach that is superior to alternatives, organizations are better positioned to face market challenges and improve business performance.
Tests results are integrated into the measurement platform to visualize performance and success of the experiment, as well as highlight opportunities for broader application.
Agile Learning is the only solution on the market that is powered by ROI Genome intelligence, which informs test design with two decades of data. And through a powerful and unique Contamination Index, you can be assured the results contain minimal bias. Agile Learning provides seamless test design that is fully integrated in a holistic Commercial Decisioning system.
Test and learn is an approach that makes it possible for businesses to experiment and try out new ideas, media, and programs, by comparing outcomes through A/B tests, test and controls, controlled randomized experimentation in order to uncover the impact the new direction has on any number of KPIs such as ROI, revenue, customer satisfaction, brand awareness. This approach is powerful because it gives you insights to how your program will perform before large investments and gives you insights into actual real-world results. This is especially powerful when flexibility and being agile is important, in order to overcome challenges such as disruptions, competitive pressures, or consumer behavior shifts.
How do I optimize during and following market disruptions?
What will be the impact of creatives, messages, or touch points?
How does response vary across my target audiences and segments?
How will increases or decreases in marketing investment impact my business?
What can I expect of new and emerging channels, small scale, and local activities?
What are optimal pricing points, offers, or depth of discounts?
Analytic Partners can help your business adapt.Contact