Incrementality Testing That Proves What’s Actually Driving Growth
Test, learn, and act with confidence. Rapidly design and analyze experiments to measure incremental impact, then quickly move results into our planning tools to optimize investments and drive better business decisions.
Incrementality that doesn’t end in a dashboard.
Point-solution testing tools can tell you a test result. They can’t tell you what to do with it, much less operationalize the results. Because Agile Learning is built inside GPS-E, every incrementality test compounds:
| Feature | Point-Solution | Analytic Partners |
|---|---|---|
| External factors | Limited or no adjustment for market noise during the experiment | Uses Commercial Analytics to control for weather, competitive activity, seasonality, and category shifts |
| Where results go | Results remain in the testing tool | Tests incorporated into industry-leading forecasting and planning tools within GPS-E |
| Test reliability | Reports test lift | Transparently adjusts for bias and contamination to raise confidence |
| Scaling Guidance | Tells you what happened in the test | Planning tools allow you to forecast impact as investments scale or other conditions change |
Are your marketing experiments telling the full story?
External noise — weather, competitor moves, category shifts — can quietly bias even a well-designed test. Calibrating with Chaos breaks down how to filter that noise out and design incrementality tests you can actually trust.
Test Smarter. Act Faster. Grow Stronger.
Break free from uncertainty. More than two-thirds of marketing experiments are contaminated — producing misleading results that lead to poor investment decisions. With Agile Learning fully integrated into our Commercial Analytics solution, you can quickly design accurate and scalable experiments to validate their impact on critical KPIs. Our self-service, stand-alone solution minimizes bias and contamination, controls for external market factors, and seamlessly integrates results into actionable budget planning scenarios.
Real Brands.
Real Growth.
All Success stories 
Agile Learning bridged the knowledge between the Performance Marketing team and our statisticians. That was really important when it came to building out our hypothesis, gaining alignment and then determining the KPI’s that were needed to be able to prove or disprove that hypothesis.
Solution
Turn Insights into Experiments. Experiments into Growth.
Create a continuous test-and-learn cycle by connecting Agile Learning with Commercial Analytics. Identify opportunities from your Commercial Analytics models and ROI Genome®, design experiments to validate what drives incremental impact, and bring those learnings back into planning and optimization. Continuously test, learn, and adapt to make more confident decisions and accelerate growth.
Commercial AnalyticsPlatform
Turn Testing into Smarter Decisions with GPS-E
Agile Learning, built within GPS Enterprise, gives you a scalable approach to test, learn, and measure incrementality. Design experiments with optimized test and control groups, evaluate impact across KPIs and customer segments, and translate results into actionable insights. Connect those learnings directly to planning and decisioning to understand what works, refine your strategy, and improve performance.
GPS Enterprise®Expand Your Intelligence
Discover the breadth of intelligence and depth of insights you will gain with GPS-E.
FAQs
Incrementality testing
Incrementality testing measures the true causal impact of a marketing activity by comparing outcomes between an exposed test group and an unexposed control group. For marketers, it answers the question platform attribution and correlation-based models can’t: what would have happened without this spend?
Agile Learning supports geo-, store-, and audience-based test designs — from matched-market and holdout tests to multi-cell experiments — tailored to your KPI, budget, and timeline.
Timelines vary by test design and scale, typically running several weeks to allow for reliable signal. Agile Learning forecasts test length under different conditions as part of the design process. It also reduces bias by controlling for external factors like weather, competitor actions, and category shifts, so results reflect actual causal impact rather than noise.
Standalone tools stop at the test result. Agile Learning is fully integrated into Commercial Analytics — results feed directly into budget and scenario planning, so incrementality findings compound into better forecasts and smarter spend decisions over time. As part of GPS-E, Agile Learning also benefits from shared data feeds and ROI Genome guidance.
Yes — the same Agile Learning infrastructure also supports tests on new creative and messaging, channels and geos, pricing and promotions, and operational changes like remodels or product launches, so you have one system for all experimentation, not just incrementality.
Agile Learning proves what happened. Commercial Analytics helps explain why it happened, how much confidence to place in the result, and where to apply those learnings next. Together they help organizations move from isolated tests to better business decisions.
Commercial Analytics helps put test results into context. By accounting for external factors such as seasonality, competitive activity, and changing market conditions, organizations can better understand whether results reflect true incremental impact or temporary market noise. It also helps teams evaluate how learnings may apply beyond a single test, supporting future planning, investment, and scaling decisions.
Say goodbye to outdated measurement.
Say hello to Commercial Intelligence.
Contact us to learn more, schedule a consultation, or get answers to your most pressing questions.
