Measure incremental acquisition

Business result

Incremental net revenue and contribution relative to advertising cost.

Next step

Design a controlled test

Working output

Project brief

Unit of analysis

Eligible geo × assigned treatment × completed outcome window

Decision owner

Head of Marketing Analytics

Controlled test design

• Hypothesis: Design a geo or audience holdout with a pre-agreed risk budget and detectable effect.
• Comparison: Assigned treatment versus uncontaminated control, with pre-period balance checks
• Specify assignment, group overlap, exposure and contamination checks.
• Choose a primary metric, detectable effect and completed outcome window before calculating sample size.
• Set risk budget, guardrails, checkpoint and stop or restore conditions.

Acceptance checks

• Primary outcome, assignment, minimum detectable effect and risk limits are agreed.
• Report uncertainty, contamination and deviations from the assignment.
• Decision owner, risk budget, guardrails, checkpoint and restore condition are specified.
• Assignment, detectable effect and outcome horizon are specified before the test starts.

Deliverables

• A pilot design with success and stop criteria
• Agreed scope, source requirements, responsibilities and acceptance checks.
• A working brief for a readiness and delivery conversation, not a completed investigation.