Incrementality Testing

How incremental is your media mix?

Reach Deeper Into Your Audiences

Full-Funnel Dynamic Retargeting

Platform Specific Creative Testing

We’re fanatical about our client’s incrementality testing.

Discover the real incremental contribution of any media mix by channel, campaign, ad set, or tactic to business results.

We deliver the elements of digital marketing success with technology managed by digital marketing agency experts.

What is incrementality testing?

Media Incrementality represents the natural, incremental contribution that one media channel, campaign, ad set, or strategy makes to a company’s bottom line. For instance, when a marketer runs an ad on Facebook, Facebook takes 100% credit for conversions the ad is on its way to (last-touch attribution). These results may be misleading, as they include conversions that still would have happened if not exposed to ads on Facebook. The extra (or incremental) conversions, in addition to those that would have converted regardless, represent the ad’s genuine contribution or effect. That is incrementality — conversions caused by the medium in question.

Why should brands measure incrementality?

Because they cannot access all of their data beyond their environments, each digital advertising platform uses the same flawed attribution method at the last touch. As a result, reports provided by the ad platforms never align with the words from the site analytics or with what is observed from brands’ sales data. As a result, taking platform reports at face value is risky and could result in poor decisions and lost revenue.

Only progressiveness reveals what media investments are contributing to the company’s metrics. Measuring incrementality uncovers where to cut waste, and it exposes opportunities for scaling, expanding, and re-allocating media expenditures to achieve the highest levels of growth.

With third-party data access and user-level monitoring ending, platform report accuracy is eroding even further. Measurement not biased by platforms and future-proof against the vagaries of an ever-changing industry is crucial for marketers today. Incrementality measurements can provide value where techniques such as Last Touch Attribution and Multi-Touch Attribution fall short.

How We Do It+ Scientific Approach

Our scientific approach to social eliminates assumptions with more intelligent automation and better measurement, letting us pinpoint audiences.

scientific approach+ scalability

Test, analyze, and optimize your media mix with a team of over-achievers who take a science-based approach to your incrementality testing. Scale with correct media mix modeling validated with fact-based, data-driven incremental testing.

behavioral intent+ dynamic funneling

We take a full-funnel, cross-channel approach powered by technology. Our strategy integrates your data to identify core buying audiences and serve the right ad across multiple digital touchpoints. We are developing LTVs models to sustain long-term growth.

audience+ product feed redefined

Meet your customers where they are going. Digitalstem manages, optimizes, and delivers for every paid social channel. The result: feed-specific, dynamic product ads across all social platforms.

How do you calculate incrementality?

Validated testing methods and controlled experiments more efficiently measure incrementality. By holding an ad or treatment in trial to a statistically significant portion of their intended audience (the control group), marketers can identify the proportion of their target audience who are still converted after they have not been exposed to an ad. Subtracting this percentage from the total number of conversions by the exposed audience (the test group) yields the effective contribution to growth, or growth rate, from the media outlet being tested.

Incrementality measurements can range from the simple retention tests described above to sophisticated multivariate experiments requiring expertise from trained data scientists. But, if designed and executed with care, controlled experiments can leverage data from unlimited sources to uncover the cumulative effects of almost anything marketers wish to test — on any outcome that can be measured.

Generally, a controlled group should account for at least 10% of total testing and control outcomes. For example, the test group would get an ad; the control group would get no ad. There are several ways you can create a controlled audience. To calculate incrementality, calculate the conversion differences between your test and control groups.

Were Invested Into Our Clients Long Term Success

Whatever your aim, from embracing new digital capabilities to reimagining how your business operates to launching entirely new digital ventures to set a new standard of excellence.

Our digital marketing firm’s technology stack includes real-time UX, UI, and A-B technologies that deliver powerful insight that drives brand loyalty, lower bounce rates, and increases per visitor values across all networks.

Without visionary thought leadership, most brands bounce from agency to agency. We get it; we have invested in our proprietary technology (AIS™); our software continually collects third-party data across the web, building robust audience acquisition profiles matching your product or services. Then, continuously filtering this data, we identify patterns such as which networks, what devices, and what time of the day your consumers are looking to buy your products or services.

Leveraging this data, our digital marketing firm pinpoints your target consumers, knowing precisely where they are, and delivering the right ad that will lead to the highest probability of conversion.

Once you hire our digital marketing firm to optimize your return on investment, we begin compiling data building top competitors’ marketing profiles. We will then utilize this data to develop the best possible strategy to gain marketshare to dominate the competition.

DST technology provides a forensic competitive landscape analysis, or what is known as a competitor audit, which is a deep analysis of where your competitors are spending the most effort and the messaging behind it.

Gaining insight into the competition is a critical component that drives marketing initiatives to their fullest, exposing new opportunities & increasing marketshare.

Seamless communication never stops and is the cornerstone of our mutual success. You will have a digital marketing firm that will be in your hip pocket to grow with your knowing more and more each day. We never stop learning.

Digitalstem provides the thought leadership, guidance, years of experience that it takes in the modern digital marketing marketplace. Delivering reports that you can easily understand on all aspects of vital performance metrics.

Continually monitoring the competition and relaying this data back to you so we are proactively adjusting our efforts to maintain the highest level of market saturation possible based on marketing budgets and your business goals. Expect constant communications on opportunities yet explored, always seeking higher per visitor values globally.

We do everything for your business, as our digital marketing firm is the tip of the spear for your online brand, and we never take this lightly. Our firm from the ground up is committed to your brand’s long-term growth. So, with a do what it takes attitude, pushing the limits to perform at our fullest potential driven by technology that provides our digital marketing firm the competitive edge you gain when working with Digitalstem.

We’re not like any other marketing company you talk to; you will notice it immediately. But, of course, you won’t hear how good we are, but how our experience in the digital marketing space and tools can be applied to exceed your expectations.

Our approach is bullish, so to speak, and our clients appreciate that and would have it no other way; we hate losing, and our track record of success is a testament to our expertise in the digital space!

Setting benchmarks early, if we do not increase your leads or sales according to our mutually agreed upon benched marked levels, we will work for free until we hit our goals or refund your fees, no questions asked. We have yet to refund any client in the 13 years of managing digital marketing campaigns.

We provide clients with quantifiable, high-impact digital marketing results with innovative digital marketing solutions. Once our digital marketing experts begin working on your campaigns, you will immediately see the impact of our work. Clients’ websites need to be adjusted to gain the most out of our efforts in most cases. We will outline updates to maximize ROI and efficiently scale fast at every turn.

By the way, we have yet to refund one client in the 13 years of managing digital marketing campaigns. This is just one reason why Digitalstem has a 93% client retention rate over a 12-month relationship.

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Media Mix Modeling and Incrementality for Search, Social, OTT & Display

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