Incrementality testing is a method used to determine the true impact of a marketing strategy by measuring the difference in outcomes between a test group exposed to the marketing activity and a control group that is not. This approach helps in understanding how much of the observed behavior, such as purchases or conversions, can be attributed directly to the marketing efforts rather than other external factors. It is a crucial tool in audience segmentation and targeting because it enables marketers to identify which segments respond positively to specific strategies, ensuring that resources are allocated effectively.
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