Ep 6: How does incrementality differ from an A/B test and how to use each?

In this episode we describe how you can design simple studies to understand whether the way you are using your acquisition channel is driving incremental revenue? We cover things like: how to decide whether a vendor is providing lift? How do you know the right settings for your channel? How do you decide whether to activate a new channel?

Our promise to you: Every episode will have actions you take back to your business Bryan was the Director of Efficacy at Kargo, and directly helped answer this question for many brands through his work there. Now, he leads marketing for one of the fastest growing, profitable DTC companies, Nood. Rishabh led new business at LiveRamp, the largest provider for online digital identity, and directly helped scale many measurement and attribution programs for the adtech ecosystem. He is now the CEO of Fermat Commerce, a commerce platform that enable content native shopping that has no attribution loss.