The retest

When the question is asked again.

The part

What it is

Incrementality changes as saturation, competition and audience change. A result three years old describes a former market.

Annual retesting of the largest channels is proportionate for most organisations.

The smallest level

The attributes it carries

Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.

Retest by
When the channel should be tested again.
Date shared type
Cycle
How often, matched to how fast conditions change.
Period shared type
Previous result
What the last test found, so change is visible.
Measure shared type