Influence Isn’t Assumed.
It’s Proven.
We design control groups and incremental testing models to validate true revenue lift—not just correlation or assumed attribution.
The Logic of Lift
Validation Path: Segment Splitting
We split your target account list into 'Exposed' and 'Holdout' (Control) clusters. This allows us to mathematically isolate the impact of the OS by comparing win-rates across identical account profiles.
- 01 Randomize Tier 1 accounts into A/B clusters
- 02 Apply OS Activation to Cluster A (Exposed)
- 03 Maintain 'Dark' status for Cluster B (Control)
- 04 Audit 90-day Win-Rate delta between groups
Incrementality Report
Correlation Is Not Causation
Without control groups, improved performance may reflect market conditions—not your media stack. Incremental testing isolates true ROI.
The difference in win-rate between exposed and non-exposed account cohorts under similar market conditions.
AFTER: 22% exposed vs 14% control → +8pt proven lift
Lift Modeling Framework
Control Group Design
Create statistically sound holdout segments to isolate true impact.
View Protocol →Segment-Level Lift Modeling
Measure lift by ICP tier, committee density, and spend band.
View Protocol →Deal Size Impact Analysis
Validate whether committee sequencing leads to higher ACV deals.
View Protocol →Executive Revenue Validation
Translate technical lift metrics into board-ready revenue stories.
View Protocol →