Marketing Incrementality Test Design
Decide whether a controlled marketing test is feasible, document the design before launch, and interpret results within their evidence limits.
When to use it
You need to assess whether a proposed test can support a claim that marketing caused additional business outcomes.
What to prepare
A defined decision, outcome and system of record, population, intervention, comparison, and market and timing context.
How to use the framework
- 01
Write the decision and causal question in one sentence.
- 02
Check that treatment and comparison can be assigned, measured, and kept sufficiently separate.
- 03
Record the method, outcome, analysis, timing, risks, and decision rules before launch.
- 04
At the planned end, document deviations, uncertainty, the decision, and evidence limits.
What the toolkit includes
A feasibility framework, preregistration template, context and contamination register, results readout template, and design-review scenarios.
Limits and review
Attribution alone does not establish causality. A before/after comparison is not automatically an experiment. Verify current platform mechanics and scope conclusions to the tested population, intervention, outcome, and window.