How Incrementality Testing Saves CMOs Millions

Lucas and Luna explore how marketers are using incrementality testing to measure true ad effectiveness—separating causation from correlation. They discuss a Fortune 500 beverage brand that discovered nearly 40% of its social media ads were simply capturing existing customers rather than driving new sales. The episode covers the basics of holdout groups, the difference between incrementality and attribution, why last-click models overestimate performance, and how CMOs are restructuring budgets based on causal measurement. Practical advice for marketers at any scale. #IncrementalityTesting #MarketingROI #AdAttribution #CMO #MarketingAnalytics #HoldoutGroups #CausalMeasurement #AdWaste #MarketingStrategy #Business #CMOPodcast #FexingoBusiness #BusinessPodcast #MarketingLeadership #DataDrivenMarketing #Budgets #Measurement #Attribution Keep every episode free: buymeacoffee.com/fexingo