Experimentation & Incrementality Testing

Design and analyze experiments and geo tests to quantify true channel lift and impact.

In short: I help you design and analyze experiments—A/B tests, geo tests, and holdouts—to answer questions like “What’s the true lift of this channel or tactic?”

Is This You?

You’re past basic reporting and want real answers to “what’s actually incremental?”.

Common questions:

  • “If we turned this channel off, how much revenue would we really lose?”
  • “Is this new bidding/structure actually better, or just noise?”
  • “Does brand/upper‑funnel spend truly move the needle?”

You’re a good fit if you:

  • Spend materially on at least one major channel (Google, Meta, TikTok, LinkedIn, etc.)
  • Have enough volume to run meaningful tests
  • Are willing to treat experiments as temporary investments in learning, not just short‑term performance grabs

What You’ll Get

A structured experimentation plan and clear, statistically sound answers.

Deliverables typically include:

  • Prioritized experimentation roadmap tied to your key decisions
  • Experiment designs (A/B, geo, holdout) with sample size and duration estimates
  • Guardrails and monitoring plan while tests run
  • Post‑test analysis, including estimated lift and confidence intervals
  • Recommendations for rollout and follow‑up tests

How We’ll Do It

  1. Question & Hypothesis Definition

Clarify the decisions you need to make and translate them into testable hypotheses.

  1. Experiment Design

Choose the right design (A/B, geo, time‑based, etc.), define metrics, and estimate sample size and duration.

  1. Implementation Support

Collaborate with your team or agency to set up the test correctly in platforms and analytics tools.

  1. Monitoring & Guardrails

Define checks to ensure tests stay on track and avoid premature decisions.

  1. Analysis & Recommendations

Analyze results with appropriate statistical methods and translate them into clear go/no‑go or scaling decisions.

Ways We Can Work Together

1. Experiment Design Package

Best if your team can execute tests but needs expert design and analysis.

You get:

  • Experiment roadmap for 2–3 priority questions
  • Detailed design docs for each test
  • Analysis of results once tests complete

2. Full Experiment Support (Design → Analysis)

Best if you want support across the whole lifecycle.

Includes everything in Experiment Design Package, plus:

  • Hands‑on collaboration during setup and launch
  • Monitoring support and periodic check‑ins while tests run
  • Consolidated learnings deck for leadership

How I Work

  • Decision‑driven – every test is tied to a concrete decision, not “testing for the sake of testing”
  • Method‑agnostic – A/B, geo, holdout, or MMM; choose what fits your data and constraints
  • Incrementality‑first – focus on lift and causal impact, not just surface‑level metric changes

Typical Engagement

  • Week 1–2: Discovery and experiment roadmap
  • Week 3–4: Detailed designs and setup support
  • Following weeks: Monitoring and analysis as tests complete

Pricing

Experimentation engagements typically start around $3K–$6K, depending on the number and complexity of tests.

Contact me to explore the right experimentation plan for your situation.

Ready to Get Started?

Let's discuss how this service can help improve your marketing performance.

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