Marketing Channels · Testing and incrementality · Component
The decision
What the result changes, agreed before the test ran — because afterwards, inconvenient results get explained away.
The deliverable
What it is
The value of a test is entirely in the decision it produces. A test whose result changed nothing was expensive information nobody wanted.
Agreeing the response beforehand is what makes the test a decision procedure rather than an input to an argument.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The pre-commitment
What each possible result would trigger.
3 attributes: If incremental · If not · Agreed by
LearnThe action taken
What was actually done.
3 attributes: Action · Matched commitment · Budget moved
Learn
A pattern of tests producing no action means testing should stop until the organisation is willing to act.
The other components in testing and incrementality
The test design
What is withheld, from whom, for how long — because a badly designed test produces a confident wrong answer.
LearnThe result
The measured difference, with the noise band it has to exceed — because a difference smaller than normal variation is not a result.
Learn