GeoLIft experiments managed to gain the nickname “the golden standard for incrementality measurement”, as the most precise method to measure marketing incremental lift.
In principle, the method is very simple to apply:
1. Split a country into many tiny regions
2. Show ads to users in one region, while holding off ads in another
3. Compare the performance of the two regions
4. The difference in performance between the regions will be the incremental lift
Sounds great, works great, in theory.
The GeoLift experiments theory crumbles in face of the reality, given multiple factors and variables that are very easy to be in denial of:
Recognizing the practical limitations of the GeoLift experimental approach, we had to re-think incrementality altogether.
INCRMNTAL went for a completely new and innovative approach to measuring incrementality in an always-on environment. Our method doesn’t require our customers to run any planned experiments.
When starting with a whiteboard, we came up with an assumption that turned out extremely valuable to how we measured incrementality:
Our assumption was that marketers make a lot of day to day changes as part of routine optimizations. Marketers tend to change creatives, optimize bids, targeting, budgets, scale campaigns up or down regularly. Often marketers will also test new channels, pause some. And beyond marketing – companies will launch new product features, launch promotions, and make changes in their products.
Each and every one of these changes – can be seen as a micro-experiment.
Luckily, our assumption was correct. Our customers make a lot of changes.
(if you challenge this statement, just head over to Meta ads or Google ads change logs and see for yourself)
Accumulating all of these changes, and building smart algorithmic models to learn these, allowed us to build measurement models allowing marketers to measure the incrementality of each and every marketing activity a marketer may want to measure.
Questions like: “What is the incrementality we gained by increasing the bid on a specific campaign?” “What incrementality did we gain by starting a new channel?”
Thanks to our proprietary technology, INCRMNTAL stands alone as the provider of a true always-on measurement solution. Marketers can measure campaign incrementality without the necessity to stop campaigns or conduct any A/B tests or GeoLift experiments.
If you would like to learn more about INCRMNTAL, feel free to visit our platform page, or schedule a live tour of our platform where we would love to show you a real example of how the platform works.