Incrementality testing is a term referring to an advertisers' ability to understand which of their marketing activities are creating incremental value and which of their activities are possibly cannibalizing results.

There are several methods of incrementality testing. Some methods require the marketer to perform an action, and some methods do not require the marketer to do anything differently. 

Note: INCRMNTAL offers continuous incrementality measurement using causal data science.

• Randomized Control Group - Creating a split in the audience seeing ads, to differentiate the results of those who saw an ad and those who did not.
• Blackouts / Geolift studies - Creating an advertising blackout by stopping all campaigns and comparing the results of sales with and without any advertising activities.
• Partial Blackouts / Geolift studies - Creating a series of advertising blackouts by stopping specific regions, channels, and / or countries.
• Surveys & Panels - Asking users directly how they were or were not impacted by the presence of advertising campaigns
• Causal data science - Utilizing machine learning and AI to evaluate and measure incremental value of activities as they run.