Incrementality testing and how to use it to measure the true impact of your marketing campaigns. Generating a clear hypothesis, designing an experiment, measuring, and analyzing the results. Understanding the strengths and weaknesses of different statistical techniques, including regression analysis, difference-in-difference analysis, and Bayesian analysis. Using incrementality measurements to optimize marketing budgets. Measuring campaign success is critical now more than ever.Calculating the incremental lift and the resulting value that campaigns provide is a great way to assess the impact of your marketing tactics and improve the performance of channels and ROI.So, what is incrementality and how do you measure campaign effectiveness using incrementality testing and optimize them for success?