INCREMENTALITY ↗
Data Science · Analytics · Incrementality ↗

Fund what moved
the needle.

Not what merely followed it. A segment-level decision tool that separates real lift from conversions that would have happened anyway — validated against a randomized holdout.

Open the tool ↓
The problem

Correlation isn't
a budget strategy.

Most teams fund whatever converted — not what converted because they spent money on it. This tool exists to tell the difference before the next budget cycle locks it in.

Segment economics
Enter treated vs. baseline conversion rate, cost per contact, and revenue per conversion — the tool computes incremental conversions, CPA, and net dollars per segment.
Fund / Hold / Suppress
Every segment gets an explicit call the moment its return on incremental spend crosses the line, ranked by net incremental dollars.
Holdout-ready
Pair every roll-out recommendation with a randomized control readout, so the lift a segment is funded on is measured, not assumed.
The tool — incrementality & targeting decision

Where does the next budget dollar produce real lift?

Segment Audience Base CVR% Treated CVR% Cost/contact Rev/conv Inc. conv Inc. CPA Net inc. $ ROI Decision
FUND ≥ 100% ROI · HOLD positive < 100% · SUPPRESS no net lift
Incremental conversions = (treated − baseline CVR) × audience. Net = incremental revenue − total contact spend.
Illustrative data, anchored to public benchmarks: ANA/DMA 2025 Response Rate Report (house 5–9%, prospect 2–5%, triggered ~10%); direct-mail cost $0.30–2.00/piece; financial-services CPA $75–149.