AI Assistant (Leat MCP)
July 20
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Incrementality measurement
Find out what the program actually caused, not what merely followed it. Compare customers who received an incentive with a matched group who didn't, on revenue, orders, and margin. Because the comparison is built into how the program runs, the number that comes out is one you can defend in a finance meeting.
Every campaign, journey, and mechanic can hold back a share of eligible customers who receive nothing. What the treated group did minus what the holdout group did is the incremental effect: the visits, orders, and revenue that happened because of the incentive and would not have otherwise. It's the only measurement that separates cause from coincidence, and it's built into how the program runs rather than bolted on afterward.
Incremental visits. Incremental orders. Incremental revenue, and incremental margin after the cost of the incentive is subtracted. Incremental retention over the following period. The outcome measured is the objective the campaign or the program was set to pursue, so a campaign run to lift weekday traffic is judged on incremental weekday visits, and a lapse journey on incremental returns.
The same incentive rarely works everywhere. Broken down by segment, tier, location, and context, incrementality shows the groups where the offer changed behavior and the groups where it was spent on customers who were coming anyway. That breakdown is what tells the program where to point the next campaign, and it's the data uplift modeling in Decisioning learns from, so measurement in this layer becomes prediction in that one.
Every incremental figure carries a confidence range, and when the difference between treated and holdout is too small to distinguish from chance, the report says so. "No measurable effect" is a finding, and a useful one: it's the campaign to stop running. Sample sizes needed for a reliable read are shown before a campaign launches, so a holdout is sized to answer the question. The number that comes out is the one that survives being questioned in a finance meeting, because it already has been.
Promotion governance
Hold eligibility, spend, and frequency limits in one place and apply them before any incentive is issued
Program integrity
Keep stamps, points, and rewards worth what they're meant to be worth
Lapsed customer recovery
Spot fading visit patterns across locations before a customer quietly stops coming back
Seasonal and limited-time campaigns
Launch and retire rewards on schedule without manual upkeep
Location budget management
Give every site or franchisee an allowance that operates inside the group cap
