Incrementality Experiments
Know What Works, Cut What Doesn't With Incrementality Experiments.
Unlock the true effectiveness of your marketing efforts. Incrementality Experiments measure the real impact of your campaigns by isolating what actually drives growth—so you can stop guessing and start optimizing with confidence.
Where Data Meets Direction.
The fusepoint Incrementality Approach: MMM + MMT
We blend historical modeling with live experimentation to measure what’s truly driving business outcomes. fusepoint’s incrementality testing framework combines Media Mix Modeling (MMM) with Matched Market Tests (MMTs) to isolate marketing’s real impact—down to the channel, tactic, and dollar.
When models and experiments work together, you get insight you can actually trust.
We start by analyzing your historical data—channel by channel, day by day. Our custom MMM quantifies how media, tactics, and external factors have contributed to your business outcomes over time.
What we measure:
- Base Revenue: What would have happened without any marketing
- Tactics: Brand vs. performance, digital vs. traditional, upper vs. lower funnel
- Channels: Individual performance across Meta, Google, CTV, and more
- External Forces: Seasonality, market trends, and macroeconomic impact
Our models are built using Bayesian methods for high predictive accuracy—and always tailored to your business.
Once we’ve identified high-potential opportunities, we take them into the real world. MMTs use geographically controlled experiments to test what the MMM predicts, isolating marketing variables like spend levels or new tactics.
Tests can include:
- Channel-Specific MMTs – Prove what’s working
- Growth MMTs – Test bigger bets at scale
- Tactic-Specific MMTs – Optimize creative, targeting, or messaging
- New Channel MMTs – Explore emerging opportunities
Tests are strategically timed around seasonality and run in partnership with your team or agency.
fusepoint’s value compounds over time. With each test, we feed learnings back into the MMM to sharpen accuracy, evolve strategy, and unlock new areas for growth.
Our iterative loop includes:
- Hypothesis generation from MMM
- Controlled testing via MMT
- Integrated learnings back into the model
- Tailored recommendations for every team level
The result? A smarter marketing mix, every month.
At fusepoint, we combine enterprise-grade analytics with real-world marketing expertise to uncover hidden efficiencies and drive smarter growth. Our battle-tested methodologies remove guesswork—giving you actionable insights that fuel revenue, not just reports.
Ready to cut through the noise?
For brands that need clear, proven strategies to drive measurable growth.
Request your free marketing audit to get started.
How fusepoint Uses Incrementality Experiments to Prove Marketing Impact
Incrementality experiments (matched market testing) are the gold standard for understanding the true effectiveness of marketing. Rather than relying on attribution models or platform-reported metrics—which often exaggerate performance—incrementality experiments use controlled experiments (test group vs. control group) to reveal the incremental lift of your campaigns, channels, and tactics.
This approach separates natural business growth from marketing-driven outcomes, giving executives and marketers a clear view of where marketing investments create real impact and where it doesn’t.
Why Incrementality Testing Matters
Modern marketing measurement is challenged by:
- Privacy restrictions that limit data access
- Fragmented customer journeys across online and offline channels
- Platforms being incentivized to overstate performance
Incrementality testing cuts through these challenges by:
- Establishing causal evidence of performance, not just correlations
- Providing inputs to calibrate marketing mix modeling (MMM) for more accurate forecasts
- Informing media planning decisions with evidence-backed clarity
- Building organizational confidence in marketing’s contribution to growth and revenue
Types of Incrementality Experiments
fusepoint designs and executes incrementality experiments that align with business goals and marketing strategy. Common approaches include:
- Channel-level tests – Measure the incremental impact of channels such as meta ads, TikTok ads, Amazon DSP, or CTV.
- Tactic-level experiments – Run holdouts on audiences, creatives, or placements to evaluate which specific elements are driving conversions.
- Growth and holdout testing: Remove or increase activity in selected markets or audiences to separate baseline performance from marketing-driven gains.
- Campaign-specific testing – Assess whether launches, promotions, or product pushes generate incremental outcomes or simply shift existing demand.
Each method is a controlled experiment to ensure statistical significance and actionable insights.
How Incrementality Supports Broader Measurement
Incrementality experiments are not one-off exercises. They are part of a broader marketing measurement system:
- Calibrating MMM – Incrementality results provide priors for media mix models, improving accuracy and reducing blind spots.
- Media planning optimization – Insights feed into budget allocation, helping brands cut wasted marketing spend and double down on proven channels.
- Forecasting business outcomes – Experiments translate into measurable inputs for revenue projections, customer growth, and ROI analysis.
This integrated approach ensures that insights are not siloed but actively shape strategy across marketing, finance, and leadership teams.
The fusepoint Advantage
Many brands avoid incrementality tests because of perceived complexity or cost. At fusepoint, we make it achievable by:
- Using industry and channel-level benchmark tests as priors when rapid testing isn’t possible
- Designing scalable frameworks so experiments become part of ongoing marketing strategy, not ad hoc projects
- Delivering executive-ready insights that connect results directly to business outcomes
- Combining incrementality with MMM, media planning services, and P&L to give brands a 360° measurement strategy for their marketing efforts and overall business success
Proving Real Impact
Incrementality experiments move marketing conversations from “what might be working” to “what we know is driving growth.” By running structured, repeatable tests, brands gain clarity on:
- The incremental revenue created by each channel
- Which tactics deserve greater investment
- Where budgets can be reduced without hurting performance
- How to defend marketing’s role in overall business growth
With fusepoint, incrementality isn’t just an experiment—it’s a pathway to smarter decisions, stronger ROI, and measurable long-term success.