Testing and incrementality · The test design · Element
The control
What the withheld set is compared against.
The part
What it is
Matched regions with similar historical performance, seasonality and competitive presence. Matching matters more than size.
Where no comparable control exists, a before-and-after test is the fallback and is considerably weaker.
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.