Every channel claims credit. Incrementality testing reveals what really drove growth – and what just took credit for it.

This approach is especially useful in finance when testing hypotheses, such as an investment outperforming the market. If the data falls in the critical region, statisticians reject the null ...

Jessica is a writer, editor and media professional who has spent her career working with some of the most influential names in media. Prior to joining Forbes Health, Jessica was the manager of ...