This is a codification of our portfolio of methods for evaluating the incremental impact of media investments and tactics. This will serve as a playbook, spanning all channels, of experimental and quasi-experimental options for testing and measuring incrementality. This master playbook will standardize and govern the most appropriate methods by channel and/or platform.  

The Playbook Impact:

• As deterministic signals erode, experimental design allows us to more confidently measure and quantify the lift attributable to media. 

• To encourage clients to use incrementality studies to calibrate channel performance and media investment allocation, and to deliver this solution with high quality and consistency, at low cost.

• To reduce cost of execution and to drive consistency and repeatability in approach.

For more information on this type of measurement refer to Incrementality 101. For any general feedback or feature requests, we encourage you to share your thoughts on our dedicated Slack channel.