Wehkamp and RTB House discuss how incrementality testing beats vanity metrics.

Every marketing professional eventually runs into the same issue. How can we prove the positive impact of campaigns and show, beyond doubt, that the channel, partners, and strategy are effective? Wehkamp, an iconic ecommerce leader, decided that proving campaign effectiveness was a business-critical mission—and set out on a rigorous testing cycle with RTB House.

In this presentation, Sven Jonker (Digital Marketeer, Wehkamp) and Bob Hoeksema (Senior Account Director, RTB House) take you through the full story. They start from the strategic rationale, go deep into chosen methodologies, and then take a clear look at what the results actually mean for the business.

This isn't a theoretical session. They share first-hand experience of what it takes to design a test that stakeholders trust and to evaluate the results. They then talk about what happened next. How were the insights acted on? What changed? And what would they do differently?

Whether you're already running incrementality tests or still discussing internally if you should proceed with one, this session offers a rare look inside the decision-making of a data-driven ecommerce leader.