Providing Incrementality Results
Rockerbox can make use of incrementality studies you or your partners performed to inform how we set priors in MMM. If you have these studies available, provide them to your CSM during the Implementation phase.
The most important information to provide:
- iCPA or iROAS result (i.e. not the lift %)
- p-value or statistical significance at which confidence level. This will inform how narrow a constraint we put in the model
- What is included in the test, so is it an entire publisher or just one tactic, just the US or US and Canada, and so ontimeframe
Other qualitative information that will be helpful but not critical:
- what kind of test:
- Randomized Controlled Trial (RCT)
- Diff in differences
- Geo test, and if so, what was the geo-split
- unexpected external factors that impacted the test, such as a competitor product launch