AnalyticalCompoundingHigh complexityLevel 3 Advanced decisioning
Incrementality / Uplift
A holdout-based measurement framework that isolates the true causal lift of a programme and identifies genuinely persuadable customers.
Proof of the true causal lift of a programme, plus the customers who are genuinely persuadable.
Who it's for
Teams under pressure to prove marketing actually caused the revenue, and who want to find the persuadable customers rather than credit correlation.
The engagement
What you get
- Holdout / uplift measurement framework
- Incrementality reporting and persuadability read-out
- Guidance on holdout design across always-on programmes
What Fuse does
- Design the holdout / control strategy across the always-on programme
- Build the uplift measurement framework and reporting
- Read out true incremental lift and persuadability
- Feed results into offer-sensitivity and the closed loop
What we need from you
Data & access
- Holdout groups
- Conversion events
Your responsibilities
- Agree to hold out control groups from campaigns
- Provide conversion events for treated and control groups
- Provide Braze workspace access
Outcomes and proof
- Proof of incremental value, not just correlation
- A defensible number for the value the programme adds
- The training signal for offer-sensitivity targeting
Assumptions
- The business will tolerate holdouts on live campaigns
- Conversions can be attributed to treated versus control
Out of scope
- Media-mix or cross-channel econometric modelling
- Offer-sensitivity model build, a separate downstream service