Incremental Growth > Steady State Growth
If you want better results, you need a better methodology. Incremental Analytics evaluate marketing campaign performance BEYOND your steady state growth. It’s a powerful solution to look at lift, compare multiple offers, creatives and programs across segmentation.
Build a better model and you will get more reliable results.
Elevate your marketing strategies and tactics
Incrementality is earned growth beyond steady state growth
Incremental Analytics is a methodology for measuring multi-channel marketing campaigns to assess the incremental gains over steady state that marketing campaigns deliver. If you are just shifting sales around, you will find your growth is relatively flat. But if you are working on incremental gains with incremental targets as goals, you will see faster growth from your customer portfolio.
The details matter. The segmentation can be as simple as a quintile or decile model to illustrate the gaps between high performance and low performance customers. And that insight provides opportunities to drive incremental performance.
But if you don’t know where to look, then you have a hard time starting. Our customer portfolio management is the starting point and the launch pad for incremental analytics. Lifting the performance of Quintile 5 is not an additional transaction, just an additional unit that drives markedly improved customer performance.
A disciplined Approach with Test and Controls
Lift, shift, retain. are you actually moving the needle?
Let the customers speak to you through their buying behaviors. No more seeing what you want to see. See how they buy and what they buy and the path to growth appears.
Tracking Migration is an interactive tool with drill down insights and the ability to select customers for up-sell and cross-sell campaigns. Extend customer relationships by increasing the depths of categories they shop and buy and understand the price points the customers respond to and how to improve basket behaviors.
Validate your Results with Simulations
A Monte Carlo Simulation is a Statistical Methodology to use the Standard Deviations on multiple output variables in your campaign to produce a RANGE of performance rather than an exact number. And that range comes at a 95% confidence level. No more questioning your methodology when you provide statistical rigor to validate your efforts.
Incremental Methodology is Primed for Simulation
The incremental methodology has several key variables:
- response rate
- net of returns sales/customer
- average order value
- average unit retail
- net or returns sales/responder
All of these measures contribute to the incremental performance of a campaign. And they are measured mailed vs. control so the lift is captured.
Simulating variance in each segment compared to the control segment allows you to create a range of lift that delivers a range of performance for the campaign.
