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Glossary
Glossary

Incrementality

Incrementality corresponds to the proportion of a result attributable to an action compared to what would have occurred without it. It is a matter of comparison and methodology. Since the most engaged customers may already be the most active, their performance alone is not enough to prove an additional effect.

Coup de Poing editorial team2 min
Measure performance

A concrete example

Sales in a group increase by 12%, compared to 5% in a comparable group. The 7 percentage point difference is a starting point for analysis, not automatic proof of causality.

A point to consider

Groups that were initially different or exposed to other promotions can skew the estimate. Document the differences before attributing the effect.

Plan for comparison before action.

Identify a comparison population and observe its characteristics before launch. When the context allows, randomization helps limit initial differences. Document simultaneous promotions, seasonality, and exchanges between groups. If a robust comparison is not possible, present the changes as observations and the estimated contribution as a hypothesis, with its limitations.

Questions to ask your team

  • What would we reasonably have observed without the programme?
  • Were the groups exposed to the same external factors?

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Glossary 2 min

A/B Test

An A/B test compares two variants using a defined method to understand their effect on an indicator. Assignment, volume, duration, and analysis criteria must be established. A difference observed in a small sample may be due to chance. The decision must take into account uncertainty and side effects.

Understand and apply
Glossary 2 min

Cohort

A cohort brings together people who share an event or starting point, such as the month of membership. Tracking it allows for the comparison of trajectories with similar maturity. The rules for entry, exit, and observation must be stable. It helps, in particular, to understand activation, consumption, and retention.

Understand and apply
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