{"id":157947,"date":"2026-02-09T12:39:24","date_gmt":"2026-02-09T17:39:24","guid":{"rendered":"https:\/\/www.dacgroup.com\/services\/measurement-optimization\/incrementality-2\/"},"modified":"2026-04-01T16:21:30","modified_gmt":"2026-04-01T21:21:30","slug":"incrementality","status":"publish","type":"services","link":"https:\/\/www.dacgroup.com\/en-ca\/services\/proove\/measurement-optimization\/incrementality\/","title":{"rendered":"Incrementality Testing"},"content":{"rendered":"\n\n    <style>\n        #hero-internal {\n            background-image: url('https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/Hero-D-Incrementality.png');\n            height: 720px !important;\n        }\n\n                @media (min-width: 2000px) {\n            #hero-internal {\n                background-image: url('https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/Hero-D-Incrementality-XL-1.png');\n                height: 720px !important;\n            }\n        }\n        \n\n                @media screen and (max-width: 991px) {\n            #hero-internal {\n                background-image: url('https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/Hero-M-Incrementality.png');\n                height: 233px !important;\n            }\n        }\n\n            <\/style>\n\n\n<section id=\"hero-internal\" class=\"noWords background-image\"\n         data-desktoph=\"720px\" data-mobileh=\"233px\">\n\n            <nav class=\"breadcrumb container max-1448 padding60 desktop-only \">\n            <a href=\"https:\/\/www.dacgroup.com\/en-ca\/\">DAC<\/a><img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/themes\/dac\/img\/chevron-right-white.svg\" alt=\"\" aria-hidden=\"true\"><a class=\"text-capitalize\" href=\"https:\/\/www.dacgroup.com\/en-ca\/services\/\">Services<\/a><img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/themes\/dac\/img\/chevron-right-white.svg\" alt=\"\" aria-hidden=\"true\"><a class=\"text-capitalize\" href=\"https:\/\/www.dacgroup.com\/en-ca\/services\/proove\/\">Proove<\/a><img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/themes\/dac\/img\/chevron-right-white.svg\" alt=\"\" aria-hidden=\"true\"><a class=\"text-capitalize\" href=\"https:\/\/www.dacgroup.com\/en-ca\/services\/proove\/measurement-optimization\/\">Measurement Optimization<\/a>        <\/nav>\n    \n    \n    <div class=\"container max-1448 padding60 hero-internal-content-block\"\n         style=\"text-align:left;align-items:start\">\n\n                            <h1 style=\"color:#eff9fe;\">\n                AI-ready incrementality testing            <\/h1>\n        \n                    <div class=\"description\" style=\"color:#eff9fe;\">\n                <p>Incrementality testing cuts through attribution noise with structured experimentation so you can invest with confidence, measure actual impact, and focus your efforts where they matter most\u2014while giving AI-driven optimization cleaner signals.<\/p>            <\/div>\n                    \n        <div class=\"cta-container-row\">\n           \n                        <div class=\"  \" data-role=\"cta\">\n\n                                                <a role=\"button\" href='https:\/\/www.dacgroup.com\/en-ca\/contact\/' class=\"btn_primary-filled_white_hand  \" target=\"_blank\" >\n                        \n                        <div>LET\u2019S TALK INCREMENTALITY <\/div>\n\n                        \n                                \n                                        <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"24\" viewBox=\"0 0 24 24\">\n                                            <g clip-path=\"url(#clip0_2625_299)\">\n                                                <rect width=\"24\" height=\"24\" \/>\n                                                <path d=\"M21.7073 14.8912C21.6071 15.0021 21.4862 15.092 21.3517 15.1553C19.9543 15.7739 16.2814 17.4092 12.3524 19.2435C10.9313 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            <clipPath id=\"clip0_2625_299\">\n                                                    <rect width=\"24\" height=\"24\" \/>\n                                                <\/clipPath>\n                                            <\/defs>\n                                        <\/svg>\n\n                                \n\n                        \n                                                    <\/a>\n                    \n                <\/div>\n                                <\/div>\n \n    <\/div>\n<\/section>\n\n\n    <div class=\"responsive-hero-footer mobile-only\">\n                    <nav class=\"breadcrumb container max-1448 padding60 mobile-only\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-ca\/\">DAC<\/a><img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/themes\/dac\/img\/chevron-right-white.svg\" alt=\"\" aria-hidden=\"true\"><a class=\"text-capitalize\" href=\"https:\/\/www.dacgroup.com\/en-ca\/services\/\">Services<\/a><img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/themes\/dac\/img\/chevron-right-white.svg\" alt=\"\" aria-hidden=\"true\"><a class=\"text-capitalize\" href=\"https:\/\/www.dacgroup.com\/en-ca\/services\/proove\/\">Proove<\/a><img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/themes\/dac\/img\/chevron-right-white.svg\" alt=\"\" aria-hidden=\"true\"><a class=\"text-capitalize\" href=\"https:\/\/www.dacgroup.com\/en-ca\/services\/proove\/measurement-optimization\/\">Measurement Optimization<\/a>            <\/nav>\n        \n        \n                    <h1 style=\"color:#eff9fe; \" class=\"mt-0\">\n                AI-ready incrementality testing            <\/h1>\n        \n                    <div class=\"description\" style=\"color:#eff9fe;\">\n                <p>Incrementality testing cuts through attribution noise with structured experimentation so you can invest with confidence, measure actual impact, and focus your efforts where they matter most\u2014while giving AI-driven optimization cleaner signals.<\/p>            <\/div>\n        \n\n        <div class=\"cta-container-row mobile\">\n           \n                        <div class=\"  \" data-role=\"cta\">\n\n                                                <a role=\"button\" href='https:\/\/www.dacgroup.com\/en-ca\/contact\/' class=\"btn_primary-filled_white_hand  \" target=\"_blank\" >\n                        \n                        <div>LET\u2019S TALK INCREMENTALITY <\/div>\n\n                        \n                                \n                                        <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"24\" viewBox=\"0 0 24 24\">\n                                            <g clip-path=\"url(#clip0_2625_299)\">\n                                                <rect width=\"24\" height=\"24\" \/>\n                                                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                             <\/g>\n                                            <defs>\n                                                <clipPath id=\"clip0_2625_299\">\n                                                    <rect width=\"24\" height=\"24\" \/>\n                                                <\/clipPath>\n                                            <\/defs>\n                                        <\/svg>\n\n                                \n\n                        \n                                                    <\/a>\n                    \n                <\/div>\n            \n                        <\/div>\n    <\/div>\n\n\n\n\n<section id=\"block_9e00059368fd1a43c139c17aff7a39f7\" class=\"section-header-block\">\n    <div class=\"proove-container\">\n        \n        <h2 class=\"section-header-block__title section-header-block__title--desktop-center section-header-block__title--mobile-left\">\n                            Reveal what\u2019s really                                     <span class=\"section-header-block__accent\">driving performance<\/span>\n                                                    <\/h2>\n\n                    <p class=\"section-header-block__description section-header-block__description--desktop-center section-header-block__description--mobile-left\">In a world of multi-touch journeys and media overlap, incrementality is the gold standard for knowing what\u2019s actually moving the needle. We use rigorous testing frameworks\u2014from geo-based experiments to audience-level holdouts\u2014to isolate true causal impact and help marketing leaders make smarter investment decisions rooted in evidence, not assumptions\u2014or black-box outputs.<\/p>\n        \n            <\/div>\n<\/section>\n\n\n\n<section id=\"block_197b89a4168495a2ec9e86c51e9a508d\" class=\"proove-grid-block proove-grid-block--items-6\">\n    <div class=\"container-grid\">\n        <div class=\"proove-grid-block__grid\">\n                            <article class=\"proove-grid-block__item proove-grid-block__item--card\" style=\"background-color: rgb(23,87,206); border: 1px solid rgb(0,123,180)\">\n                                        \n                                            <div class=\"proove-grid-block__content\">\n                                                            <span class=\"proove-grid-block__number\">01<\/span>\n                                                        \n                            <div class=\"proove-grid-block__text-wrapper\">\n                                                                    <h3 class=\"proove-grid-block__title\">Isolate true<br class=\"d-lg-block d-none\"> channel lift <\/h3>\n                                                                \n                                                                    <p class=\"proove-grid-block__copy\">Go beyond correlation by proving the causal effect of a single channel, campaign, or \t\ttactic through controlled experiments.<\/p>\n                                                            <\/div>\n                        <\/div>\n                                    <\/article>\n                            <article class=\"proove-grid-block__item proove-grid-block__item--with-bg with-image-1\" style=\"border: 1px solid rgb(0,170,231)\">\n                                            <div role=\"img\" alt=\"Fingers typing on a smartphone screen in a dark setting with purple and blue lighting.\"  aria-label=\"Fingers typing on a smartphone screen in a dark setting with purple and blue lighting.\" class=\"proove-grid-block__bg-image\" style=\"background-image: url('https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/bf8b78565589221dc4e9d75c3ba64dbc2805ce7c-2.jpg');\" role=\"img\" aria-label=\"Fingers typing on a smartphone screen in a dark setting with purple and blue lighting.\"><\/div>\n                                        \n                                    <\/article>\n                            <article class=\"proove-grid-block__item proove-grid-block__item--card\" style=\"background-color: rgb(34,55,131); border: 1px solid rgb(0,170,231)\">\n                                        \n                                            <div class=\"proove-grid-block__content\">\n                                                            <span class=\"proove-grid-block__number\">02<\/span>\n                                                        \n                            <div class=\"proove-grid-block__text-wrapper\">\n                                                                    <h3 class=\"proove-grid-block__title\">Validate real-world performance <\/h3>\n                                                                \n                                                                    <p class=\"proove-grid-block__copy\">Measure the incremental value of campaigns under live market conditions, capturing effects that models or attribution can\u2019t reveal.<\/p>\n                                                            <\/div>\n                        <\/div>\n                                    <\/article>\n                            <article class=\"proove-grid-block__item proove-grid-block__item--with-bg with-image-2\" style=\"border: 1px solid rgb(0,170,231)\">\n                                            <div role=\"img\" alt=\"A man wearing glasses and a light blue jacket presenting an incrementality testing plan in front of a screen. There are chairs in the background and a table to the right.\"  aria-label=\"A man wearing glasses and a light blue jacket presenting an incrementality testing plan in front of a screen. There are chairs in the background and a table to the right.\" class=\"proove-grid-block__bg-image\" style=\"background-image: url('https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/745fa3443a2e4464203cf54d588730e5cad11cb0-scaled-1.jpg');\" role=\"img\" aria-label=\"A man wearing glasses and a light blue jacket presenting an incrementality testing plan in front of a screen. There are chairs in the background and a table to the right.\"><\/div>\n                                        \n                                    <\/article>\n                            <article class=\"proove-grid-block__item proove-grid-block__item--card\" style=\"border: 1px solid rgb(0,170,231)\">\n                                        \n                                            <div class=\"proove-grid-block__content\">\n                                                            <span class=\"proove-grid-block__number\">03<\/span>\n                                                        \n                            <div class=\"proove-grid-block__text-wrapper\">\n                                                                    <h3 class=\"proove-grid-block__title\">Guide agile optimizations<\/h3>\n                                                                \n                                                                    <p class=\"proove-grid-block__copy\">Turn test results into actionable adjustments\u2014optimizing spend, targeting, and creative based on proven incremental gains.<\/p>\n                                                            <\/div>\n                        <\/div>\n                                    <\/article>\n                            <article class=\"proove-grid-block__item proove-grid-block__item--card\" style=\"background-color: rgb(23,87,206); border: 1px solid rgb(0,170,231)\">\n                                        \n                                            <div class=\"proove-grid-block__content\">\n                                                            <span class=\"proove-grid-block__number\">04<\/span>\n                                                        \n                            <div class=\"proove-grid-block__text-wrapper\">\n                                                                    <h3 class=\"proove-grid-block__title\">Unlock faster learning cycles <\/h3>\n                                                                \n                                                                    <p class=\"proove-grid-block__copy\">Use incremental lift insights to guide optimizations and accelerate go\/no-go decisions. <\/p>\n                                                            <\/div>\n                        <\/div>\n                                    <\/article>\n                    <\/div>\n    <\/div>\n<\/section>\n\n\n\n<section id=\"services\" class=\"text-accordion-block\">\n    <div class=\"overlay\"><\/div>\n\n    <div class=\"container max-1448 padding60\">\n        \n        <div>\n            <h2>Where experimentation meets evidence<\/h2>\n\n                        <div class=\"large-description\"><p><span class=\"TextRun SCXW230127664 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW230127664 BCX0\">Our <\/span><span class=\"NormalTextRun SCXW230127664 BCX0\">incrementality<\/span><span class=\"NormalTextRun SCXW230127664 BCX0\"> capabilities are designed to isolate true marketing impact with scientific rigor. Whether <\/span><span class=\"NormalTextRun SCXW230127664 BCX0\">you\u2019re<\/span><span class=\"NormalTextRun SCXW230127664 BCX0\"> launching a new channel, refining your media mix, or <\/span><span class=\"NormalTextRun SCXW230127664 BCX0\">validating<\/span><span class=\"NormalTextRun SCXW230127664 BCX0\"> a strategic shift, we use structured experimentation to separate correlation from causation\u2014so you can act with clarity, not guesswork.<\/span><\/span><span class=\"EOP SCXW230127664 BCX0\" data-ccp-props=\"{\"335559685\":1440,\"335559991\":0}\"> <\/span><\/p><\/div>\n\n                        <a href=\"https:\/\/www.dacgroup.com\/en-ca\/contact\/\" class=\"btn_primary-filled_white_hand\" target=\"_blank\">\n                <div>LET\u2019S TALK INCREMENTALITY <\/div>\n                <svg width=\"24\" height=\"16\" viewBox=\"0 0 24 16\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                    <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"#171616\"><\/path>\n                    <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"><\/path>\n                    <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"#171616\"><\/path>\n                <\/svg>\n            <\/a>\n                    <\/div>\n\n        <div>\n            <div class=\"accordion services-loop\" id=\"services-home-accordion\">\n                                    <div class=\"accordion-item\">\n                        <h3 class=\"accordion-header\" id=\"heading-1\">\n                            <button class=\"pe-3 accordion-button \" type=\"button\" data-bs-toggle=\"collapse\" data-bs-target=\"#collapse-1\" aria-expanded=\"true\" aria-controls=\"collapse-1\">\n                                <span class=\"d-inline-block\" style=\"padding-right:16px;\">\n                                    Geo-based testing                                <\/span>\n                            <\/button>\n                        <\/h3>\n                        <div id=\"collapse-1\" class=\"accordion-collapse show\" aria-labelledby=\"heading-1\" data-bs-parent=\"#services-home-accordion\">\n                            <div class=\"accordion-body ps-3 ms-1 ps-lg-0 ms-lg-0\">\n                                Run market-level experiments by splitting geographic regions into exposed and control groups. Ideal for large-scale media or brand activations, this approach gives you visibility into incremental lift across defined areas without needing personal-level data.                             <\/div>\n                        <\/div>\n                    <\/div>\n                                    <div class=\"accordion-item\">\n                        <h3 class=\"accordion-header\" id=\"heading-2\">\n                            <button class=\"pe-3 accordion-button collapsed\" type=\"button\" data-bs-toggle=\"collapse\" data-bs-target=\"#collapse-2\" aria-expanded=\"false\" aria-controls=\"collapse-2\">\n                                <span class=\"d-inline-block\" style=\"padding-right:16px;\">\n                                    Audience holdout design                                <\/span>\n                            <\/button>\n                        <\/h3>\n                        <div id=\"collapse-2\" class=\"accordion-collapse collapse\" aria-labelledby=\"heading-2\" data-bs-parent=\"#services-home-accordion\">\n                            <div class=\"accordion-body ps-3 ms-1 ps-lg-0 ms-lg-0\">\n                                Segment and suppress portions of your target audience to measure the true effect of your campaign. Our structured holdout frameworks reveal what happens when a user sees (or doesn\u2019t see) your messaging, helping to quantify real impact.                             <\/div>\n                        <\/div>\n                    <\/div>\n                                    <div class=\"accordion-item\">\n                        <h3 class=\"accordion-header\" id=\"heading-3\">\n                            <button class=\"pe-3 accordion-button collapsed\" type=\"button\" data-bs-toggle=\"collapse\" data-bs-target=\"#collapse-3\" aria-expanded=\"false\" aria-controls=\"collapse-3\">\n                                <span class=\"d-inline-block\" style=\"padding-right:16px;\">\n                                    Incremental lift calculation                                <\/span>\n                            <\/button>\n                        <\/h3>\n                        <div id=\"collapse-3\" class=\"accordion-collapse collapse\" aria-labelledby=\"heading-3\" data-bs-parent=\"#services-home-accordion\">\n                            <div class=\"accordion-body ps-3 ms-1 ps-lg-0 ms-lg-0\">\n                                We don\u2019t just run tests\u2014we analyze them with precision. Our lift calculations account for noise, bias, and natural baselines to provide accurate, actionable measurement of what your campaign actually achieved.                             <\/div>\n                        <\/div>\n                    <\/div>\n                                    <div class=\"accordion-item\">\n                        <h3 class=\"accordion-header\" id=\"heading-4\">\n                            <button class=\"pe-3 accordion-button collapsed\" type=\"button\" data-bs-toggle=\"collapse\" data-bs-target=\"#collapse-4\" aria-expanded=\"false\" aria-controls=\"collapse-4\">\n                                <span class=\"d-inline-block\" style=\"padding-right:16px;\">\n                                    Cross-channel experimentation                                 <\/span>\n                            <\/button>\n                        <\/h3>\n                        <div id=\"collapse-4\" class=\"accordion-collapse collapse\" aria-labelledby=\"heading-4\" data-bs-parent=\"#services-home-accordion\">\n                            <div class=\"accordion-body ps-3 ms-1 ps-lg-0 ms-lg-0\">\n                                When tactics overlap, testing gets tricky. We design experiments that assess the interplay between platforms, helping you understand not just whether something worked, but how different channels amplify (or dilute) one another.                             <\/div>\n                        <\/div>\n                    <\/div>\n                            <\/div>\n        <\/div>\n\n    <\/div>\n<\/section>\n\n\n<section id=\"services\" class=\"text-services\">\n\n    <div class=\"container max-1448 padding60\">\n\n        <div class=\"left-column\">\n            <h2>Seamlessly integrated for impact<\/h2>\n            <p>Incrementality testing is most powerful when embedded across your marketing strategy. That\u2019s why we integrate testing into media planning, performance analysis, and measurement frameworks to reveal what\u2019s truly driving lift. The result? Sharper targeting, smarter spending, and clearer decisions across the full funnel. <\/p>\n        <\/div>\n\n        <div class=\"right-column\">\n            <h3>AMPLIFY PERFORMANCE WITH&#8230;<\/h3>\n            <ul class=\"services-list\">\n                                                            <li  >\n                            \n                                <a href=\"https:\/\/www.dacgroup.com\/en-ca\/services\/proove\/measurement-optimization\/mmm\/\" class='position-relative d-inline-flex full_funnel_media'  target=\"_self\">Media Mix Modeling <\/a>                                                    <\/li>\n                                            <li  >\n                            \n                                <a href=\"https:\/\/www.dacgroup.com\/en-ca\/services\/proove\/measurement-optimization\/attribution\/\" class='position-relative d-inline-flex full_funnel_media'  target=\"_self\">Attribution Modeling<\/a>                                                  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Incrementality in analytics: Breakthrough strategy or marketing jargon?                    <\/a>\n                <\/p>\n            <\/div>\n                    <div class=\"proove-blog-snippets__item\">\n                <div class=\"proove-blog-snippets__image\">\n                    <a href=\"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/strategy\/attribution-reimagined-probabilistic-methods-in-privacy-first-marketing\/\" aria-label=\"Attribution reimagined: Probabilistic methods in privacy-first marketing\" target=\"_blank\" rel=\"noopener noreferrer\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/hands-300x150.jpg\" alt=\"Group of people doing a fist bump over a table with colorful charts and documents.\" \/>\n                    <\/a>\n                <\/div>\n                <p class=\"proove-blog-snippets__title\">\n                    <a 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