Free Lesson
How To Get Started With Incrementality Testing
30 min
Jul 30, 2025 12:30 PM
Virtual (Zoom)
In this video
What you'll learn
What is Incrementality Testing
Understand the fundamental difference between measuring correlation and measuring true causal impact.
Types of Incrementality Tests
Discover the three main incrementality testing methods: A/B tests, geo experiments, and synthetic control tests.
Common pitfalls to avoid
Learn the critical mistakes that invalidate incrementality tests, from insufficient sample sizes premature conclusions.
Why this topic matters
Incrementality testing is the difference between guessing and knowing which marketing efforts actually drive growth. Most businesses waste 20-40% of their marketing budget on channels and campaigns that generate zero incremental value—they're simply taking credit for sales that would have happened anyway.
You'll learn from
Gui Diaz-Berrio
Co-founder @ Pinemarsh and author of "Data Analytics for Marketing"
Previously at / worked with
