In what way are incrementality experiments different from A/B experiments?

1. Incrementality experiments measure Event the relative effectiveness of different versions of a marketing campaign.
2. Incrementality experiments both require a holdback group to determine which version of an ad performs better.
3. Incrementality experiments typically require a smaller sample size and less sophisticated statistical analysis.
4. Incrementality experiments determine the impact of ads on a consumer’s decision to convert or not.

Correct Answer:

• Incrementality experiments determine the impact of ads on a consumer’s decision to convert or not.

Explanation: Incrementality experiments, unlike A/B experiments, are designed to ascertain the effect of ads on a consumer’s decision to either convert or not convert. This distinction lies in the setup of incrementality experiments which include a control, or holdback, group that does not see the ad. This contrasts with A/B experiments which simply release two versions of an ad to audiences to identify the better performer, without a holdback group.