How White-Labeled Incrementality Testing Can Give Your Agency the Competitive Edge it Needs to Close More Deals & Retain Clients

As an agency owner, you’re always looking for ways to stand out in a crowded market. One powerful way to differentiate your services is by offering white-labeled incrementality testing. This sophisticated analytical tool can be the competitive edge you need to close more deals and provide unparalleled value to your clients. Let's delve into how this can transform your agency's offerings and why it's essential for staying ahead of the curve.

Understanding Incrementality Testing

Incrementality testing measures the true impact of your marketing efforts by comparing the results from a test group exposed to your campaign with a control group that isn’t. This allows you to see the additional value generated by your marketing activities, free from the noise of external factors. It's a crucial method for proving the ROI of your campaigns and optimizing your marketing strategy.

The Benefits of White-Labeled Incrementality Testing

1. Enhanced Brand Perception and Professionalism

White-labeled dashboards featuring your agency's branding reinforce a professional image. They strengthen brand recall and present your agency as a leader in advanced analytics. When clients see your logo on a sophisticated tool, it fosters trust and demonstrates your commitment to delivering personalized, high-quality service.

2. Increased Client Trust and Satisfaction

Providing a customized, branded dashboard builds trust. Clients appreciate the seamless, professional experience, which can significantly boost their satisfaction. This personalized touch shows that you are invested in their success and are providing them with cutting-edge tools.

3. Expanded Service Offerings

By offering incrementality testing, you position your agency as a full-service provider with advanced analytics capabilities. This expansion of services can attract more clients who are looking for comprehensive marketing solutions.

4. Improved Client Retention

Clients who see the value in incrementality insights are more likely to stay with your agency. This increased loyalty reduces churn and enhances long-term client relationships. Demonstrating tangible results through these insights can secure ongoing business.

5. Competitive Differentiation

Not all agencies offer such advanced tools. White-labeled incrementality dashboards set you apart from competitors, showcasing your agency as innovative and results-oriented. This differentiation can be the deciding factor for potential clients choosing between you and a competitor.

How Incrementality Testing Works

For those unfamiliar, here's a brief overview. Incrementality testing involves running experiments where a test group is exposed to a marketing campaign while a control group is not. By comparing the results, you can measure the additional impact of the campaign, eliminating the noise from other variables.

Implementing Incrementality Testing: Practical Applications

Geo-Holdouts

Isolate geographic areas to measure the impact of your campaigns. For instance, if you’re running a TV ad campaign, select a few regions as test areas and keep others as control areas. The success metric here is the incremental sales difference between the regions.

Scale Tests

Adjust your ad spend in certain areas to measure the lift. Increase the budget in one test group while keeping the control group at the original spend. The success metric is the change in sales attributable to the increased budget.

Inverse Holdouts

Turn off specific campaigns to see the impact. For example, stop retargeting ads for a test group and continue them for the control group. Measure the sales drop to understand the campaign's true value.

Branded Holdouts

Evaluate the impact of branded search campaigns by turning them off for a test group while maintaining them for a control group. The success metric is the difference in sales, highlighting the contribution of branded efforts.

Real-World Examples and Use Cases

Activating New Channels

Consider a scenario where you start using TikTok ads for a client. Create a test group that sees these ads and a control group that doesn't. Measure the lift in engagement and sales to determine if TikTok is driving incremental value.

Optimizing Email Marketing

If you update your email marketing copy, test its effectiveness. Have one group receive the new emails (test group) and another receive the old ones (control group). Measure the difference in open rates and conversions to see if the new copy performs better.

Key Metrics for Measuring ROI

To measure the ROI of your white-labeled incrementality testing dashboards, consider the following metrics:

• Client Retention Rate: Track how many clients continue using the dashboard over time.
• Upsell Opportunities: Measure how many clients upgrade to premium features or services.
• Client Acquisition: Monitor new clients attracted by the advanced testing capabilities.
• Time Savings: Quantify the reduction in manual reporting and analysis.
• Client Satisfaction Scores: Assess the impact on client satisfaction through surveys.
• Incremental Revenue: Track additional revenue generated from clients using the dashboard.
• Competitive Win Rate: Measure how often the dashboard helps win new business against competitors.
• Campaign Performance: Analyze improvements in clients' marketing ROI and campaign effectiveness.

Types of Incrementality Tests

Geo Holdouts

Isolate geographic areas to measure the impact of your campaigns. The test group would be regions where the ads are shown, and the control group would be regions without ads. The success metric is the incremental sales in the test regions.

Inverse Holdouts

Turn off certain campaigns to see what happens to your sales. The test group would have the ads turned off, while the control group would continue seeing them. The success metric is the change in sales when the ads are off.

Scale Tests

Increase or decrease your ad spend in certain areas to measure the incremental lift. The test group would have increased or decreased spend, while the control group would maintain the original budget. The success metric is the difference in sales due to the budget change.

Branded Holdouts

Turn off branded search campaigns to see how much they contribute to your overall sales. The test group would have the branded campaigns turned off, and the control group would continue with them. The success metric is the sales difference when the branded campaigns are off.

How Stella Can Help

Stella’s platform makes incrementality testing easy and effective. Our white-labeled solution allows you to conduct, analyze, and take action on various incrementality tests seamlessly. Whether you’re running Geo-Holdouts, Scale Tests, Inverse Holdouts, or Branded Holdout tests, Stella provides the robust analytics you need. Tailored for direct-to-consumer brands spending over $150k per month on ads or retail brands without direct online sales, our tool is your key to delivering exceptional value to your clients.

Conclusion

Incorporating white-labeled incrementality testing into your agency’s offerings isn’t just a nice-to-have; it’s a game-changer. It enhances your brand perception, increases client trust, and sets you apart from the competition. By leveraging Stella’s powerful platform, you can provide unparalleled insights and optimize your clients' marketing strategies for maximum impact. Ready to elevate your agency’s capabilities and close more deals? Explore the potential of incrementality testing with Stella today.