Incrementality Testing on Brand Ads to Drive Measurable Growth
Client: DrSmile
Tags: data analytics, incrementality testing, brand advertising, performance marketing
The Challenge: data analytics and measurable impact
DrSmile, a leading provider of dental aligners, had been running extensive marketing plans, but needed to get a better understanding of the impact of brand advertising on their overall marketing success to make the right marketing strategy decisions.
Our Solution to measure incrementality
To demonstrate the true impact of DrSmile's Brand Ads, we ran an in-depth Incrementality Testing, allowing us to:
- Measure the real impact of brand advertising on conversion rates
- Understand the contribution of active and paused brand campaigns
- Provide actionable insights for optimising advertising strategies
First off, what is incrementality testing? As marketing campaigns consist of many moving parts, it can be challenging to evaluate how each component contributes or not to the overall campaign's success, frequently leading to this question: "Should we switch off our brand ads?". Incrementality testing uses controlled experimentation to evaluate the true impact of different ads and channels on outcomes such as sales or conversion rates.
How did we go about Incrementality Testing on Brand ads for this client?
- We started by planning our testing, defining a set of key metrics we wanted to look at
- We ran a comprehensive test spanning multiple time periods, which allowed for a thorough assessment of the brand campaigns' impact on CVR
- We continuously adjusted our testing and ran a statistical analysis to verify any findings and turn hypotheses into certainties
- We created a quick glance results dashboard to get a clear snapshot of the active and paused brand campaigns
Key Outcomes:
- 11.5% Incrementality Estimate determined
- €123k savings in yearly marketing spend through smarter scheduled brand metrics
What our client has to say
"Incremento conducted exceptional work in executing the incrementality test for DrSmile. The meticulous planning and analytical acumen demonstrated by the team throughout the test period are commendable.
They ran comprehensive testing, providing invaluable insights allowing us to understand the contribution of our campaigns to conversions. They know what they are doing, understand the maths behind and adjusted the test smartly through the period to make sure we have the most accurate conclusions possible.
The recommendations provided are both practical and insightful, and have been very valuable for DrSmile in adjusting its strategy."
— Anshu, DrSmile, Head of Paid Media
