Incrementality testing: what it can prove
Incrementality testing is the only method that answers the question every other measurement tool dodges: would this conversion have happened anyway? Attribution tells you which touchpoint was nearest…
Incrementality testing is the only method that answers the question every other measurement tool dodges: would this conversion have happened anyway? Attribution tells you which touchpoint was nearest…
Concept testing is the step most advertisers skip and then pay for twice. It happens before the shoot, before the edit, before a single pound of media —…
A brand lift study is the measurement brand teams trust most and understand least. It carries the authority of a controlled experiment, it produces a number a CMO…
Ad fatigue is the point where a creative stops earning its impressions. Nothing about the targeting changed, the budget is the same, the offer is the same —…
Copy testing has an image problem. The phrase sounds like something a research department did in 1985 — focus groups behind one-way glass, a moderator with a clipboard,…
Creative testing means testing the ad itself — the hook, the visual, the copy, the call to action — before and while it spends your money. Not the…
AI handles the triage, the audience handles the verification. The disagreements between the two are where the value is — and why the Mixed Score is more useful…
A walkthrough of the thirteen scoring dimensions that survive correlation against real campaign outcomes. What each one measures, why it's there, and how the rubric weights them by…
Pre-flight ad testing has a public-relations problem: every CMO knows it works, almost every team underuses it. The gap between intention and execution costs real money — and…
