Win-Rate Lift
Incrementality is the only metric that matters to the board. This kit installs the experimental design required to prove that media-exposed deals close at a higher rate and higher average contract value than non-exposed deals.
Governance Protocols
Control Group Design
Why it matters: To prove lift, we must compare. We maintain a 'Hold-Out' control group of target accounts that receive no media to calculate baseline win rates.
Segment-Level Lift Modeling
Why it matters: Lift varies by account size. We calculate the win-rate delta separately for Mid-Market vs. Enterprise to find the 'Sweet Spot' of influence.
Deal Size Impact Analysis
Why it matters: Does media lead to bigger deals? We measure the ACV (Average Contract Value) delta between exposed and non-exposed cohorts.
Executive Revenue Validation
Why it matters: Turning technical lift data into a board-ready narrative. This protocol formalizes the presentation of incrementality to leadership.
Proving Incrementality
We move from "Correlation" to "Causality."
What You Get
Incrementality Tools
- Control Group Methodology
- Lift Regression Model
- Cohort Win-Rate Tracker
Executive Output
- Revenue Validation Ledger
- ACV Impact Report
- Board-Ready ROI Summary
Success Metrics
The absolute percentage point difference in win-rates between exposed and control accounts.
Total revenue that would not have closed without the orchestration of the Paid Media OS.