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.