Incrementality Testing & Analysis Onboarding
Overview of the Rockerbox Incrementality Testing Process
Rockerbox incrementality testing is designed to help brands identify point-in-time incrementality of a channel / tactic / vendor, and can be used to calibrate both an MMM or MTA.
Key Phases of Incrementality Testing
Phase No. | Phase Description | Purpose | Responsible Party | Estimated Duration |
1 | Testing Kickoff | Align on testing priorities and data collection requirements | Rockerbox + Client | 1 week |
2 | Testing Design | Design a test, once complete data set received | Rockerbox + Client | 24 hours |
3 | Test Execution | Execution of incrementality test in market | Client | Variable, typically at least 4 weeks |
4 | Test Analysis | Collect data from test and analyze results | Rockerbox + Client | 24 hours, pending data availability |
5 | Incrementality Results Interpretation and Presentation | Interpret and discuss the results of the incrementality test | Rockerbox + Client | n/a |
Existing Test Results Analysis (test not designed by Rockerbox)
In the event that Rockerbox is only analyzing the result of an already designed / executed test, we will still have a kickoff call to discuss analysis priorities and cover open questions.
For data requirements, Rockerbox will request at least the following:
- Full test design, including details of channel(s) being tested, holdout metros, spend allocation, test duration, and any other notable spend details from other channels
- Metro level order information by day (or as granular as available), beginning 12 months prior to start date of the test, and by sales channel
Once the test has been concluded and all required data has been collected, Rockerbox expects to have the analysis ready for presentation within 1 week, pending data availability.