How it works
First, the platform matches your markets. We find pairs of markets that move alike — same demand, same seasonality — so one can stand in for the other.
Keep what holds up. We use only the markets where we can build a trustworthy synthetic control of what would have happened anyway.
Finally, we size it before you spend. A power analysis sets the smallest lift the test can detect, the timeline, and the budget — so it's built to conclude, not to hope
What should we test?
MMM separates signal from noise to avoid wasted tests. Channels that have limited historical data are great candidates for testing.
What’s the right hypothesis?
See where change historically correlates with outcomes. Understand credibility intervals to define testing roadmaps.
How do tests fit into the bigger budget picture?
Contextualize lift relative to spend, seasonality, and cross-channel effects.
If you’ve ever had someone suggest the same tests for the US and Asia, you’ve gotten bad advice.
Incrementality has to be bespoke or it doesn’t work.
The tests have to be crafted based on your company, region, and the business goals you need to reach:
→ Adjusting spend levels on a channel or campaign
→ Exploring investment in an entirely new channel
→ Experimenting with a new campaign (creative, audience)
→ Assessing a new bidding strategy (CPMs, CPCs)
→ Testing a new price or offer
MMM-informed incrementality testing has been a huge factor in our customers’ success.
