Incrementality Testing & Analysis Onboarding

Updated by Theja Talla

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.

Rockerbox requires order-level information at the DMA or Zip Code level to be able to design a test to ensure statistically confident results.

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

n/a

2

Testing Design

Design a test and present to client

Rockerbox + Client

1 week

3

Test Execution

Execution of incrementality test

Client

Variable, typically at least 4 weeks

4

Test Analysis

Collect data from test and analyze results

Rockerbox + Client

2 weeks

5

Incrementality Results Presentation

Present the result of the incrementality test

Rockerbox + Client

n/a

Existing Test Results Analysis (test not designed by Rockerbox)

In the event that Rockerbox is only doing the analysis 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 the following:

  • Full test design, including details of holdout DMA's, spend allocation, test duration, and any other notable spend details from other channels
  • DMA level order information by day before, during, and after the test

Once the test has been concluded and all required data has been collected, Rockerbox expects to have the analysis ready for presentation within 2 weeks.

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