Causal inference in Marketing Measurement
Incrementality testing allows marketers to infer causality in measurement. It allows you to detect the incremental lift that your campaigns are generating by executing a geographical A/B test on your campaigns’ spend.
Existing Campaigns
Run a geo-holdout test to understand its true incrementality
Launch a new Channel
Launch new channels discriminating on geos to assess their true incrementality before spending nationally
Detect diminishing returns
Understand how much you can invest in one channel before reaching diminishing returns
How it works
YOU
1. Hypothesis
state your measurement question
Cassandra
2. Region selection
split of geos into test and control
3. Duration and probability analysis
Assess the probability of detecting a lift
YOU
4. Implementation
Execute change in the campaign
Cassandra
5. Analysis & Insights
Translate results into actionable insights