Incrementality Council

The I-COM Incrementality Council explores best practices as well as methods to implement optimal campaign measurement using experimental design.

Incrementality is bringing science’s A game to advertising using randomized control trials which allow advertisers to measure the additional revenue generated directly by advertising that otherwise would not have existed without the ad spend.

The Council will discuss topics such as how randomized controlled experiments complement traditional ad ROI tools, like Mix Models and Attribution, as well as validation, transparency, and other best practices of RCT for advertising.