This episode unveils a new, accessible incrementality testing tool built by Common Thread Collective. It highlights how this tool democratizes geo holdout testing, a gold standard in marketing measurement, making it more affordable and providing deeper insights for ecommerce operators to optimize their ad spend and understand true campaign performance beyond last-click attribution.
Key takeaways
Incrementality testing via geo holdout experiments is the gold standard for accurate marketing measurement, offering high-confidence results on campaign effectiveness.
Existing third-party incrementality testing solutions are often cost-prohibitive, with long-term contracts and high monthly fees (e.g., $10,000+/month), limiting access for many brands.
Building an in-house incrementality tool, leveraging existing data platforms and expertise, allows for more affordable, frequent, and customized geo holdout tests.
Integrating incrementality factors directly into performance dashboards (like CTC's "Stats" platform) enables accurate "incrementality ROAS" reporting and more effective budget allocation across channels.
Direct control over the incrementality testing process provides transparency into potential data anomalies and ensures the reliability of test results, preventing misinformed budget decisions.
Themes
ad spend optimizationdata analyticse-commerce strategymarketing measurement
After years of relying on expensive, limited solutions, we decided to build our own. In this episode of the Podcast, CTC’s VP of Ecommerce Strategy Luke Austin is joined by VP of Technology Kwa and Director of Data Steve Rekuc to unveil our brand new incrementality testing platform — now available to all CTC partners.We’ll break down:Why incrementality testing is the gold standard of marketing measurementHow our tool makes geo holdout testing more affordable and accessibleReal world results from brands already using itHow this changes the way we plan, forecast, and allocate ad budgetsIf you’re tired of guessing what your ads are really doing, this one’s for you..Show Notes:Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!What Drove March?: https://commonthreadco.com/blogs/coachs-corner/march-lessons-from-ecommerce-growth-strategyExplore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm<li
Frequently asked about this episode
What does this episode say about ad spend optimization?
Incrementality testing via geo holdout experiments is the gold standard for accurate marketing measurement, offering high-confidence results on campaign effectiveness.
What does this episode say about data analytics?
Existing third-party incrementality testing solutions are often cost-prohibitive, with long-term contracts and high monthly fees (e.g., $10,000+/month), limiting access for many brands.
What does this episode say about e-commerce strategy?
Building an in-house incrementality tool, leveraging existing data platforms and expertise, allows for more affordable, frequent, and customized geo holdout tests.
What does this episode say about marketing measurement?
Integrating incrementality factors directly into performance dashboards (like CTC's "Stats" platform) enables accurate "incrementality ROAS" reporting and more effective budget allocation across channels.
What does this episode say about ad spend optimization?
Direct control over the incrementality testing process provides transparency into potential data anomalies and ensures the reliability of test results, preventing misinformed budget decisions.
