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Incrementality testing

A guide to the best B2B podcast coverage of Incrementality testing - the shows and 30 episodes that go deepest, ranked by substance, not downloads.

Incrementality testing cuts through attribution noise by isolating the true impact of marketing spend through geo holdouts, recency analysis, and experimental design - moving beyond last-click models that mask inefficiencies. Episodes explore how companies like Wyze challenge conventional wisdom on paid media efficiency, why B2B attribution frameworks often fail, and how measurement myths around iROAS and traditional funnels can cost companies millions in wasted budget. This hub covers the practical mechanics of proving what actually drives incremental sales versus measuring phantom value.

Best shows on Incrementality testing

Best episodes on Incrementality testing

  1. Going Deep into Marketing Mix Modelling and Incrementality - Pranav Piyush

    RevOps FM · 2024-10-21

    94 / 100

    …so today we're joined by Pranav Piyush is the CEO of Paramark, which is a company that provides media mix modeling software, incrementality testing software, and we actually got connected through a linkedin discussion.…

  2. Why Incremental Lift Testing Beats Attribution

    Marketing Analytics with Fexingo · 2026-09-09

    91 / 100

    …Luna: It sounds like incrementality testing is becoming the gold standard for serious marketing measurement.…

  3. The 3-Pillar Framework to Scale Any E-Commerce Brand (Feat. Abir Syed)

    Brain Driven Brands · 2026-08-12

    90 / 100

    …It's like, what would have happened had I not spent that extra money or had I spent that money and what was the impact of it? So fundamentally, that's why incrementality testing and as a concept, it's so important because what you're trying to calculate, when you hit that, you calculate your 70 break even.…

  4. How CMOs Are Using Data Clean Rooms for Privacy-First Targeting

    The CMO Podcast with Fexingo · 2026-06-29

    85 / 100

    …So CMOs are moving to modeled attribution or incrementality testing.…

  5. How Recency Attribution Changes Marketing ROI

    Marketing Analytics with Fexingo · 2026-06-30

    83 / 100

  6. Andrew Covato - growth and measurement

    Madvertising by AdQuick · 2026-02-13

    83 / 100

  7. 230: Zero-click marketing broke the measurement layer, so what should ops teams do now, with Amanda Natividad

    Humans of Martech · 2026-07-28

    83 / 100

    …[00:32:35] 4 - How Incrementality Testing Works at Enterprise Scale - [00:32:35] Darrell: I think the large, big advertising budgets of some of the leading marketers out there have really messed up marketing for a lot of people, because what works at that…

  8. Retail Media In Your Ears: Inside Dollar General's 21,000-Store Audio Network

    Future Commerce · 2026-09-02

    83 / 100

  9. Everything You Think About Google Ads Is Wrong with Collin Slattery

    eCommerce Impact Podcast · 2025-06-23

    81 / 100

    …The first is it's incrementality testing, right?…

  10. 7 Marketing Measurement Myths Costing Companies Millions

    Brandformance · 2026-06-08

    76 / 100

    …peaker B: This is a limiting belief that holdouts is equal to incrementality testing, where in reality, you can test anything.…

  11. How Partnerships are Reshaping Product Discovery with Seth Hagerty, Senior Director of Performance Marketing at Best Buy

    The Partnership Economy · 2026-04-28

    76 / 100

  12. Pull Up a Chair: A Conversation with Corey Mitchell

    Analytics Friday · 2026-07-03

    75 / 100

  13. EP 125: Less Traffic, More Sales: Wyze's Counterintuitive Paid Media Playbook | Logan Dunn

    Always Be Testing · 2026-07-01

    74 / 100

  14. Stella: Why strong ROAS can hide what's really driving revenue

    The SaaS Growth podcast · 2026-07-30

    72 / 100

    …Today we're going to talk about how to use TikTok for B2B marketing, what is the difference between what looks true in numbers and what is driving the revenue, And why he wants to democratize the incrementality testing.…

  15. # 65 The Marketing Industry Solved Measurement. It Was Always the Wrong Problem. | Peter Grafe

    Venturing with Vishesh · 2026-06-10

    71 / 100

    …This is like one concept and the second concept is called incrementality testing which is do you know what an a B test is?…

  16. The Measurement Gap: iROAS, Geo Holdouts, and Progressive Truth

    Ecommerce Playbook · 2026-07-02

    63 / 100

    …Through incrementality testing, geo holdout studies and commitment to moving closer to reality over time.…

  17. The New Rules of Acquisition (with Frank-Lamont Wade)

    Adtech Unfiltered · 2026-06-12

    60 / 100

  18. Commerce media: the death of the traditional funnel?

    The Drum Podcast · 2026-06-23

    55 / 100

    …But I think the way that uh, we're viewing it connected, uh, three is when we run those sorts of campaigns is that uh, we will start running incrementality testing alongside it to understand whether that GEO is actually seeing an uplift of metrics that we can follow such as conversion sales or revenue.…

  19. #233: Attribution in B2B - Why It's Broken (And How To Fix It)

    The B2B Playbook · 2026-06-11

    52 / 100

    …Multi touch attribution and use it as uh, another source of data but make sure to also combine it with things like marketing, mix modeling and incremental test, incrementality testing.…

  20. How First-Touch Attribution Misallocates Your Marketing Budget

    Marketing Analytics with Fexingo · 2026-07-08

  21. Why Your Attribution Model Still Breaks

    Marketing Analytics with Fexingo · 2026-07-08

  22. Why Marketing Attribution Overlaps with Reach and Frequency

    Marketing Analytics with Fexingo · 2026-07-07

  23. Why Your Attribution Model Overweights Display Retargeting

    Marketing Analytics with Fexingo · 2026-07-15

  24. How CMOs Use Geo-Experiments to Prove Ad Impact

    The CMO Podcast with Fexingo · 2026-08-01

  25. How Incrementality Testing Saves CMOs Millions

    The CMO Podcast with Fexingo · 2026-07-29

  26. Why Attribution Models Miss the Value of Influencer Content

    Marketing Analytics with Fexingo · 2026-08-22

  27. Why Attribution Models Miss the Value of Referral Partners

    Marketing Analytics with Fexingo · 2026-08-10

  28. Why Attribution Models Miss Retail Media Networks

    Marketing Analytics with Fexingo · 2026-08-04

  29. How CMOs Use Causal AI to Find Hidden Growth Levers

    The CMO Podcast with Fexingo · 2026-08-15

  30. The Business of Digital: Episode 36 - Connected Commerce - What's working

    The Business of Digital Podcast · 2025-10-30