How Incrementality Cuts Waste + What and Where to Test in Ecommerce
Is your incrementality testing giving you accurate data or are you burning budget on a broken signal?
Austin Harrison (CEO, Northbeam) joins Sean Frank (CEO, Ridge) and Katy Mimari (CEO, Caden Lane) to challenge the most repeated advice in ecommerce measurement: that longer tests are always better, holdouts are interchangeable, and incrementality alone is enough to make media decisions. They break down when a growing brand needs incrementality versus MTA, and how running tests inside a noisy environment can produce weeks of data worth nothing.
Sean pulls from Ridge’s own results to show how…
The skinny
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