Adweek
JANUARY 17, 2024
In a new campaign from independent agency Erich & Kallman, the colleagues test their "best coffee" hypothesis with a bizarre control group. A couple of research scientists are big fans of a fast-growing coffee brand called Goodboybob, but they'd like to put some data behind their opinions. Three words: mutant lab rats.
Digital Remedy
FEBRUARY 19, 2025
In Part 1 of our Intro to Incrementality series , we covered the basics of how incrementality analysis helps marketers uncover the true impact of their advertising by comparing two groups: Exposed Group those who saw ads. Control Group those whodid notsee ads. External Noise : Uncontrollable variables (e.g.,
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Digital Remedy
MAY 31, 2022
We mentioned how, at the very heart of this analysis, there is a comparison between two groups: Exposed Group – those who saw ads. Control Group – those who did not see ads. Controlling The Control. Random Suppressed Groups. Real-World Example. Remember our basketball example?
Single Grain
JUNE 16, 2025
After comparing exposed and control groups, marketers can isolate the true impact of retargeting campaigns without relying on individual user tracking. Advanced measurement frameworks also incorporate: Cohort analysis: Tracking user groups over time to understand long-term value. Testing in increments is another tactic.
Digital Remedy
FEBRUARY 24, 2025
In Part 1 of our Intro to Incrementality series , we covered the fundamentals-measuring incremental lift by comparing test (exposed) and control (holdout) groups. In Part 2 , we explored how to create accurate control groups using ghost bidding to eliminate bias and avoid skewing incrementality analysis.
Digital Remedy
DECEMBER 30, 2024
Welcome to the first part of our Intro to Incrementality series, which uses real-world examples to explain how incrementality analysis and incremental lift can help brands and agencies isolate the effect of a particular media type or campaign variable in order to accurately measure its impact. Warning: this post involves (basic) math.
Single Grain
JULY 6, 2025
Intent Lift Measurement Framework The most robust measurement approach compares exposed audiences (people who pass near activated screens) against unexposed control groups and then tracks subsequent online behavior and changes in intent signals. This mid-funnel metric proves creative resonance before leads enter your CRM.
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