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Webinar
The Intersection Between A/B Testing and Incrementality
Duration - 45 minutes
Speaker
Brian Binder
Senior Director, TV, Audio & Display Innovation, Tinuiti
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Learn how A/B testing and incrementality work together to build a powerful marketing analytics strategy. Discover how A/B testing optimizes campaign elements and incrementality testing measures true business impact, enabling marketers to identify what really drives growth and ROI.
This session will showcase how these approaches complement each other, offering actionable insights to refine campaigns and prioritize efforts that deliver incremental results. Attendees will leave with practical guidance for integrating these tools to enhance measurement accuracy and marketing effectiveness.
Key Takeaways
- Understand the unique roles of A/B and incrementality testing in marketing analytics.
- Learn how to combine these methods for a more accurate view of campaign performance.
- Explore strategies for implementing both tests effectively.
- Prioritize marketing efforts that deliver real, incremental business outcomes.