LexiconChannels
Incrementality
الأثر الإضافي
Definition
Incrementality is the part of a result that would not have happened without the action: not what you sold during an offer, but what you sold on top of what you would have sold anyway. Its measurement draws on field experiments by Lewis and Rao (2015) and Blake, Nosko and Tadelis (2015). It is read against a holdout group.
In plain words
How much extra you sold because of the offer, not how much you sold during it.
Also searched as
- incremental lift
- incremental sales
- lift
- true promotion effect
- الأثر الإضافي
Canonical thresholds
| Threshold | Verdict |
|---|---|
| Incremental orders × contribution per order > promotion cost across all promoted orders | Fund the promotion |
Source: Doctrine §7 · Rules
Origin and credit
The concept comes from Field-experiment research on advertising, notably Randall Lewis and Justin Rao; Thomas Blake, Chris Nosko and Steven Tadelis. What the series adds is the application to Saudi multi-branch groups and the decision rule.
Original source
- Randall A. Lewis & Justin M. Rao, “The Unfavorable Economics of Measuring the Returns to Advertising”, Quarterly Journal of Economics 130(4), 2015. (opens in a new tab)
- Thomas Blake, Chris Nosko & Steven Tadelis, “Consumer Heterogeneity and Paid Search Effectiveness: A Large-Scale Field Experiment”, Econometrica 83(1), 2015. (opens in a new tab)
Where it is used
In the Doctrine and the Playbook
In the Channel Ledger
In Beneath Marketing
Related terms
How to cite this definition
Alhajj, S. (2026). “Incrementality”. In The Revenue Engineering Lexicon, version 1.0. Riyadh. https://seiflden.com/lexicon/incrementality/
For the concept itself, cite the original: Randall A. Lewis & Justin M. Rao, “The Unfavorable Economics of Measuring the Returns to Advertising”, Quarterly Journal of Economics 130(4), 2015.