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 are the gold standard for measuring what’s truly driving marketing results, and our approach makes it easier for brands to run these experiments with confidence.
Unlike basic attribution models, incrementality experiments use controlled testing methods, like geo-experiments, split tests, and causal analysis to determine whether your marketing efforts are actually driving conversions, sales, or revenue growth.
We help brands:
- Design and execute incrementality experiments tailored to specific marketing activities
- Measure lift, incremental revenue, and true marketing effectiveness using test and control groups
- Identify the impact of different tactics, channels, and online and offline campaigns
- Optimize media investments based on proven, causal results
- Build a repeatable testing framework for ongoing marketing measurement
Our team guides brands through every stage, from experiment design to analysis, providing actionable insights that help you understand exactly where your marketing spend is creating real business value.
Why Incrementality Testing Is Essential for Modern Marketing Measurement
Traditional attribution methods often fail to capture the full picture of marketing performance. With today’s privacy shifts, fragmented marketing activities, and evolving consumer behaviors, brands need a better way to measure results.
Incrementality experiments provide a more reliable, accurate solution. By isolating the effects of specific campaigns or channels, brands can:
- Understand which marketing efforts actually drive incremental conversions and sales
- Replace guesswork with data-backed insights that improve decision-making
- Avoid over-reliance on attribution models that may overstate certain results
- Uncover hidden opportunities to optimize campaigns, boost ROI, and scale profitably
- Run controlled experiments using methods like geo-experiments, split tests, and holdout groups
Our approach to incrementality testing focuses on clarity, action, and repeatability, allowing brands to reduce marketing waste and focus on what actually works.