incrementality – Full Moon Digital: Orlando Digital Marketing Agency

Holdout Master Engine

v24: Map Labels | Integrated Glossary

MDE ⓘ--

Inc. Lift % ⓘ--

Inc. Revenue ⓘ--

iROAS (Spend) ⓘ--

Risk Stake ⓘ--

Power ⓘ--

1. HOLDOUT STATE

2. WEEKLY HOLDOUT REV ($)

3. MARKET SHARE12%

4. AOV ($)

5. CPA ($)

6. MARKET NOISE5%

7. DURATION4 Wks

8. CONFIDENCE95%

Reliability Analysis SNR: 0.00

MDE: Min. Detectable Effect. The "noise floor" the test must exceed.

iROAS: Incremental Return on Ad Spend. (Inc. Rev / Spend).

SNR: Signal-to-Noise Ratio. Ratio of Lift to MDE (Target > 1.4).

AOV: Average Order Value. Total Revenue / Total Orders.

CPA: Cost Per Acquisition. Total Spend / Total New Customers.

Risk Stake: Potential media waste if results are a False Positive.

CMO, CarBahn

CMO, CarBahn

VP, Fever-Tree

Digital Manager, Seatrees