- They typically require a smaller sample size and less sophisticated statistical analysis.
- They both require a holdback group to determine which version of an ad performs better.
- They measure the relative effectiveness of different versions of a marketing campaign.
- They determine the impact of ads on a consumer’s decision to convert or not.
The Correct Answer is: They determine the impact of ads on a consumer’s decision to convert or not.
Explanation: Incrementality experiments differentiate from A/B experiments by assessing the influence of ads on a consumer’s decision to either convert or not. In these experiments, control and treatment groups’ behaviors are compared to measure the impact of a specific variable. The control group in an incrementality experiment, known as a holdback group, does not view the ad, unlike in A/B experiments where two ad versions are tested to see which performs better without a holdback group.