Latest / Ecommerce Playbook: Numbers, Struggles & Growth
Turning Incrementality Tests Into Action That Makes You Money
Incrementality tests are “in”… but the real problem is what you do after the read.
In this episode, Taylor sits down with Olivia Kory (Chief Strategy Officer at Haus) and George Davis (CMO at Cozy Earth) to unpack the messiest part of modern measurement: operationalizing incrementality when results swing, channels conflict, and “platform ROAS” can’t be trusted.
If you’ve ever asked:
“Our holdout came back way lower than Meta… now what?”
“Why don’t test results replicate month-to-month?”
“How do I actually use an incrementality factor in real budget decisions?”
“If everything is under 1.0…
The skinny
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