{"id":19545,"date":"2026-02-12T04:54:50","date_gmt":"2026-02-12T04:54:50","guid":{"rendered":"https:\/\/promoguy.nl\/?p=19545"},"modified":"2026-02-12T04:54:50","modified_gmt":"2026-02-12T04:54:50","slug":"incrementality-testing-for-marketing-promotion","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/lv\/blog\/2026\/02\/12\/incrementality-testing-for-marketing-promotion\/","title":{"rendered":"Inkrementalit\u0101tes test\u0113\u0161ana m\u0101rketingam un rekl\u0101mai"},"content":{"rendered":"<p>Incrementalit\u0101tes test\u0113\u0161ana ir veids, k\u0101 uz\u0146\u0113mumi var patiesi izm\u0113r\u012bt savu m\u0101rketinga darb\u012bbu ietekmi, \u013caujot lab\u0101k izprast, k\u0101 pla\u0161sazi\u0146as l\u012bdzek\u013ci vai rekl\u0101mas rada jaunas konversijas. T\u0101tad, ko inkrementalit\u0101tes m\u0113r\u012b\u0161ana noz\u012bm\u0113 m\u0101rketing\u0101 un k\u0101das priek\u0161roc\u012bbas t\u0101 sniedz? Iesim dzi\u013c\u0101k.<\/p>\n<h2>Kas ir Incrementality Testing?<\/h2>\n<p>Ar inkrementalit\u0101tes testu m\u0113ra jaunu konversiju l\u012bmeni saist\u012bb\u0101 ar m\u0101rketinga darb\u012bbu, saturu vai rekl\u0101mu. Rezult\u0101t\u0101 tas var kalpot k\u0101 uz\u0146\u0113muma rezult\u0101tu efektivit\u0101tes r\u0101d\u012bt\u0101js. Lai gan atrib\u016bcijas m\u0113r\u012bjumi parasti ir piem\u0113roti liel\u0101kajai da\u013cai uz\u0146\u0113mumu, inkrementalit\u0101te lab\u0101k \u013cauj atrast c\u0113lo\u0146sakar\u012bbas starp darb\u012bb\u0101m un izaugsmi.<\/p>\n<p>V\u0113l viens no iemesliem, k\u0101p\u0113c m\u0101rketinga anal\u012btik\u0101 j\u0101izv\u0113las inkrement\u0101l\u0101 test\u0113\u0161ana, ir tas, ka daudzi skait\u013ci, ko sniedz daudzas platformas, var b\u016bt neuzticami. Daudzas platformas ir ieinteres\u0113tas p\u0101rsp\u012bl\u0113t savu ieguld\u012bjumu MROI, rekl\u0101mguvumos vai p\u0101rdo\u0161an\u0101. Rezult\u0101t\u0101 daudzi no to sniegtajiem statistikas datiem bie\u017ei vien var b\u016bt \"ro\u017eaini\". Incrementality m\u0101rketinga pas\u0101kumi \u013cauj uz\u0146\u0113mumiem p\u0101rvar\u0113t \u0161o troksni un ieg\u016bt skait\u013cus, kas lab\u0101k atspogu\u013co realit\u0101ti.<\/p>\n<p>T\u0101d\u0113j\u0101di tirgot\u0101ji un uz\u0146\u0113mumi var lab\u0101k saprast, k\u0101 sadal\u012bt m\u0101rketinga bud\u017eeta l\u012bdzek\u013cus. Lai gan inkrement\u0101l\u0101 test\u0113\u0161ana var pras\u012bt ilg\u0101ku laiku un ir maz\u0101k \u0113rta nek\u0101 daudzi r\u012bki, kas ir viegli pieejami standarta anal\u012btikas pane\u013cos, t\u0101 sniedz lab\u0101ku ieskatu, uz kura balst\u012bt turpm\u0101ko darb\u012bbu.<\/p>\n<p>Inkrementalit\u0101tes testu posmi ietver:<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-19559 size-full\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2026\/02\/Steps-of-Incrementality-Testing.jpg\" alt=\"Inkrementalit\u0101tes test\u0113\u0161anas posmi\" width=\"1024\" height=\"768\" srcset=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2026\/02\/Steps-of-Incrementality-Testing.jpg 1024w, https:\/\/promoguy.nl\/wp-content\/uploads\/2026\/02\/Steps-of-Incrementality-Testing-300x225.jpg 300w, https:\/\/promoguy.nl\/wp-content\/uploads\/2026\/02\/Steps-of-Incrementality-Testing-768x576.jpg 768w, https:\/\/promoguy.nl\/wp-content\/uploads\/2026\/02\/Steps-of-Incrementality-Testing-16x12.jpg 16w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<ul>\n<li><strong>Dizains<\/strong>: Nosakiet savus izp\u0113tes m\u0113r\u0137us, KPI, minim\u0101lo konstat\u0113jamo pac\u0113lumu un izv\u0113lieties testa\/kontroles vien\u012bbu.<\/li>\n<li><strong>Izloz\u0113t vai saska\u0146ot<\/strong>: Lai izveidotu der\u012bgu p\u0113t\u012bjumu, izmantojiet saska\u0146otu tirgu (l\u012bdz\u012bgas grupas da\u017e\u0101dos tirgos ar l\u012bdz\u012bgiem \u0101r\u0113jiem faktoriem) vai sint\u0113tisko kontroli.<\/li>\n<li><strong>Palai\u0161ana un aizsargbarjeras<\/strong>: Ievietojiet izdevumu ierobe\u017eojumus un likmes, uzraugiet, vai pirms tenden\u010du auditorijas atbilst\u012bba ir atbilsto\u0161a, un sekojiet l\u012bdzi jaudai.<\/li>\n<li><strong>Nolas\u012b\u0161ana<\/strong>: P\u0101rskats par pacel\u0161anas procentu\u0101lo \u012bpatsvaru, ticam\u012bbas interv\u0101liem (p-v\u0113rt\u012bba), iROAS (rekl\u0101mas izdevumu likme) un neviendab\u012bgums p\u0113c re\u0123iona\/auditorijas.<\/li>\n<li><strong>Mode\u013cu kalibr\u0113\u0161ana<\/strong>: Lai nodro\u0161in\u0101tu god\u012bgumu, ievadiet g\u016bt\u0101s atzi\u0146as savos m\u0101rketinga r\u012bkos un ikdienas atrib\u016bcij\u0101s.<\/li>\n<\/ul>\n<p>Apskat\u012bsim, k\u0101 darbojas inkrementalit\u0101te un k\u0101dus r\u012bkus varat izmantot t\u0101s m\u0113r\u012b\u0161anai.<\/p>\n<h2>Pieauguma m\u0113r\u012b\u0161ana<\/h2>\n<p>Inkrementalit\u0101tei nepiecie\u0161ami divi pamatelementi: kontroles konversijas koeficients un testa konversijas koeficients. Pirmais darbojas k\u0101 kontroles grupa, l\u012bdz\u012bgi k\u0101 standarta efektivit\u0101tes p\u0113t\u012bjum\u0101 jebkur\u0101 cit\u0101 jom\u0101. \u0160is kontrol\u0113tais eksperiments \u013cauj uz\u0146\u0113mumam ieg\u016bt gal\u012bgos skait\u013cus par to, k\u0101 veicas t\u0101 darb\u012bb\u0101m tie\u0161saist\u0113, nepa\u013caujoties uz potenci\u0101li k\u013c\u016bdainu datu v\u0101k\u0161anu. Turkl\u0101t inkrement\u0101cijas testi ir p\u0113c iesp\u0113jas tuv\u0101k c\u0113lo\u0146sakar\u012bbas testam (pretstat\u0101 korel\u0101cijas testam).<\/p>\n<p>Inkrementalit\u0101tes formula ir \u201c(testa konversijas r\u0101d\u012bt\u0101js - kontroles konversijas r\u0101d\u012bt\u0101js) \/ (testa konversijas r\u0101d\u012bt\u0101js) = inkrementalit\u0101te\u201d.<\/p>\n<p>T\u0101p\u0113c, lai nov\u0113rt\u0113tu m\u0101rketinga inkrementalit\u0101ti, ir j\u0101m\u0113ra starp\u012bba starp kontroles grupu, kas nav bijusi pak\u013cauta m\u0113r\u0101majam m\u0101rketinga pas\u0101kumam, un grupu, kas bija pak\u013cauta konkr\u0113tai m\u0101rketinga darb\u012bbai, un j\u0101sal\u012bdzina t\u0101 k\u0101 da\u013ca no testa konversijas r\u0101d\u012bt\u0101ja.<\/p>\n<p>M\u0101rketinga pieauguma m\u0113r\u012b\u0161ana j\u0101veic, pamatojoties uz katru atsevi\u0161\u0137u darb\u012bbu. Lieki piebilst, ka var rasties viltus pozit\u012bvi rezult\u0101ti, ja visu darb\u012bbu ietekmi apvienosiet kop\u0101 un nesp\u0113siet no\u0161\u0137irt efekt\u012bvas strat\u0113\u0123ijas no neefekt\u012bv\u0101m.<\/p>\n<p>Tom\u0113r ir v\u0113rts atz\u012bm\u0113t, ka past\u0101v vair\u0101ki inkrementalit\u0101tes testu veidi. Apskat\u012bsim da\u017eus no tiem.<\/p>\n<p><img decoding=\"async\" class=\"wp-image-19560 size-large aligncenter\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2026\/02\/3-Types-of-Incrementality-Tests-1024x1024.jpg\" alt=\"3 inkrementalit\u0101tes testu veidi\" width=\"800\" height=\"800\" srcset=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2026\/02\/3-Types-of-Incrementality-Tests-1024x1024.jpg 1024w, https:\/\/promoguy.nl\/wp-content\/uploads\/2026\/02\/3-Types-of-Incrementality-Tests-300x300.jpg 300w, https:\/\/promoguy.nl\/wp-content\/uploads\/2026\/02\/3-Types-of-Incrementality-Tests-150x150.jpg 150w, https:\/\/promoguy.nl\/wp-content\/uploads\/2026\/02\/3-Types-of-Incrementality-Tests-768x768.jpg 768w, https:\/\/promoguy.nl\/wp-content\/uploads\/2026\/02\/3-Types-of-Incrementality-Tests-12x12.jpg 12w, https:\/\/promoguy.nl\/wp-content\/uploads\/2026\/02\/3-Types-of-Incrementality-Tests.jpg 1080w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<h3>Aiztur\u0113\u0161anas eksperimenti<\/h3>\n<p>Aiztur\u0113\u0161anas eksperiments izol\u0113 mediju kan\u0101lu un norobe\u017eo no t\u0101 auditoriju. Tas \u013cauj nov\u0113rot vi\u0146u konversijas uzved\u012bbu sal\u012bdzin\u0101jum\u0101 ar kontroles grupu, kas sa\u0146em \u0161o konkr\u0113to mediju. \u0160aj\u0101 gad\u012bjum\u0101 grupa, uz kuru m\u0113r\u0137auditorija ir medijs, ir \u201ckontroles\u201d grupa, jo t\u0101 p\u0101rst\u0101v tipisko auditoriju. \u0160aj\u0101 gad\u012bjum\u0101 pirk\u0161anas uzved\u012bbas vai intereses samazin\u0101\u0161an\u0101s tiktu uzskat\u012bta par z\u012bmi, kas liecina par pla\u0161sazi\u0146as l\u012bdzek\u013cu efektivit\u0101ti (t. i., pla\u0161sazi\u0146as l\u012bdzek\u013cu iedarb\u012bba korel\u0113 ar v\u0113lamiem rezult\u0101tiem).<\/p>\n<h3>M\u0113roga eksperiments<\/h3>\n<p>M\u0113roga eksperimenti ir pretstats aiztur\u0113\u0161anas p\u0113t\u012bjumiem. \u0160aj\u0101 gad\u012bjum\u0101 mediju kan\u0101lam tiek \u201cpalielin\u0101ts\u201d ieguld\u012bjumu apjoms, tam tiek piem\u0113rota auditorija, un p\u0113c tam p\u0113t\u012bjum\u0101 tiek m\u0113r\u012bta konversijas uzved\u012bba ar auditoriju, kas sa\u0146\u0113musi parasto izdevumu l\u012bmeni. K\u0101 liecina nosaukums, \u0161aj\u0101 eksperiment\u0101 tiek p\u0101rbaud\u012bta izdevumu apjoma palielin\u0101\u0161anas efektivit\u0101te attiec\u012bb\u0101 uz auditoriju. Tas var b\u016bt lieliski noder\u012bgs, lai padar\u012btu rekl\u0101mas izdevumus taup\u012bg\u0101kus.<\/p>\n<h3>Vair\u0101ku apstr\u0101des veidu inkrementalit\u0101tes test\u0113\u0161ana<\/h3>\n<p>Tas ir eksperiment\u0101ls pl\u0101ns, kur\u0101 auditorija tiek sadal\u012bta vair\u0101k nek\u0101 div\u0101s testa grup\u0101s (\u201c\u0161\u016bn\u0101s\u201d), lai nov\u0113rt\u0113tu da\u017e\u0101das pla\u0161sazi\u0146as l\u012bdzek\u013cu kombin\u0101cijas un sal\u012bdzin\u0101tu to relat\u012bvo ietekmi ar nesaist\u012bto grupu. To var izmantot, lai atkl\u0101tu kan\u0101lu p\u0101rkl\u0101\u0161an\u0101s efektus.<\/p>\n<p>Varat veikt eksperimentu ar trim testa \u0161\u016bn\u0101m, piem\u0113ram, mekl\u0113\u0161anas rekl\u0101mu aiztur\u0113t\u0101ju, soci\u0101lo pla\u0161sazi\u0146as l\u012bdzek\u013cu aiztur\u0113t\u0101ju un apvienotu abu \u0161o veidu aiztur\u0113t\u0101ju. Katrai no \u0161\u012bm grup\u0101m ir j\u0101saskaras ar kontroles grupu, kas ir tipisk\u0101 auditorija. Eksperiments par\u0101d\u012bs katra kan\u0101la individu\u0101lo ieguld\u012bjumu un kombin\u0113to ietekmi. Tas pal\u012bdz noteikt, vai \u0161\u012bs attiec\u012bbas ir siner\u0123iskas (tas noz\u012bm\u0113, ka tie uzlabo viens otra sniegumu) vai kanib\u0101listiskas (viens kan\u0101ls mazina otra ietekmi).<\/p>\n<h2>Auditorijas sadal\u012b\u0161ana<\/h2>\n<p>Veicot inkrementalit\u0101tes testus, ir divi galvenie auditorijas sadal\u012b\u0161anas veidi: Zin\u0101mas auditorijas sadal\u012bjumi un \u0123eogr\u0101fiskie sadal\u012bjumi.<\/p>\n<p>Zin\u0101mas auditorijas sadal\u012b\u0161ana klasific\u0113 atsevi\u0161\u0137us lietot\u0101jus no eso\u0161\u0101 lietot\u0101ju saraksta da\u017e\u0101dos mediju testos. T\u0101p\u0113c tas ir lab\u0101kais risin\u0101jums, ja jums ir dati par lietot\u0101ju m\u0113r\u0137tiec\u012bgu atlasi un ar to saist\u012bto taktiku. Vislab\u0101k to piem\u0113rotu e-pastam, katalogam, SMS u. c., kur ir viegli pieejama inform\u0101cija par lietot\u0101jiem.<\/p>\n<p>Test\u0101 ir j\u0101\u0146em v\u0113r\u0101 un j\u0101kontrol\u0113 neseno pirkumu aktualit\u0101te, bie\u017eums un naudas v\u0113rt\u012bba, k\u0101 ar\u012b lietot\u0101ja ties\u012bbas (piem\u0113ram, opt-in vai opt-out) sa\u0146emt attiec\u012bgo mediju vai jebkuru citu saist\u012bto mediju.<\/p>\n<p>Turpret\u012b \u0123eogr\u0101fiskais sadal\u012bjums ir paredz\u0113ts auditorij\u0101m, kuras nav adres\u0113jamas. \u0160\u012b sadal\u012b\u0161anas metode atsak\u0101s no jau eso\u0161iem sarakstiem un ir vispiem\u0113rot\u0101k\u0101, ja nav iesp\u0113jams veikt zin\u0101mas auditorijas sadal\u012b\u0161anu. Tas vislab\u0101k var b\u016bt piem\u0113rots pla\u0161ai m\u0113r\u0137auditorijas atlasei, piem\u0113ram, soci\u0101lajai prospekt\u0113\u0161anai, KTV prospekt\u0113\u0161anai un apmaks\u0101tai mekl\u0113\u0161anai.<\/p>\n<p>Ar \u0123eogr\u0101fisk\u0101 sadal\u012bjuma metodi tiek atrasti konkr\u0113ti tirgi pla\u0161\u0101k\u0101 re\u0123ion\u0101, piem\u0113ram, valst\u012b, kas ir statistiski reprezentat\u012bvi attiec\u012bb\u0101 uz \u0161o pla\u0161\u0101ko re\u0123ionu. P\u0113c tam \u0161\u012b metode prasa sagrup\u0113t \u0161os tirgus testa \u0161\u016bn\u0101, lai veiktu da\u017e\u0101da veida test\u0113\u0161anu. P\u0113c tam \u0161im testam tiek piem\u0113rota apstr\u0101de, piem\u0113ram, Google Holdout, p\u0101rbaudot, vai m\u0101rketinga darb\u012bbu pievieno\u0161ana vai atcel\u0161ana ietekm\u0113 uzved\u012bbu. P\u0113c tam rezult\u0101tus sal\u012bdzina ar kontroles grupu.<\/p>\n<h3>Lab\u0101kie kan\u0101li Incrementality test\u0113\u0161anai<\/h3>\n<p>Run\u0101jot par kan\u0101liem, inkrementalit\u0101ti vislab\u0101k iedal\u012bt l\u012bdztekus testa m\u0113r\u0137im vai auditorijas sadal\u012b\u0161anas metodei. Da\u017ei kan\u0101li, piem\u0113ram, SMS, e-pasts, katalogi un tie\u0161a sazi\u0146a soci\u0101lajos pla\u0161sazi\u0146as l\u012bdzek\u013cos, \u013cauj sadal\u012bt zin\u0101mu auditoriju. Turpret\u012b pla\u0161\u0101ks tests, izmantojot masu sazi\u0146as l\u012bdzek\u013cu pieeju, \u013caus veikt m\u0113roga eksperimentus un \u0123eogr\u0101fisko sadal\u012bjumu. Vair\u0101ku apstr\u0101des veidu testus vislab\u0101k var veikt, ja jums ir pietiekami daudz inform\u0101cijas par auditoriju un to, k\u0101dos kan\u0101los t\u0101, visticam\u0101k, darbojas.<\/p>\n<h2>Lab\u0101kie inkrementalit\u0101tes test\u0113\u0161anas r\u012bki<\/h2>\n<ul>\n<li><strong>Lifesight<\/strong>: Nodro\u0161ina lielisku platformu m\u0101rketinga inkrementalit\u0101tes testiem ar c\u0113lo\u0146sakar\u012bbu model\u0113\u0161anu un c\u0113lo\u0146sakar\u012bbu grafikiem. T\u0101s dizains ir lietot\u0101jam draudz\u012bgs ar vienk\u0101r\u0161u optimiz\u0101ciju un m\u0101ksl\u012bg\u0101 intelekta ieteikumiem.<\/li>\n<li><strong>Haus<\/strong>: Lieliski noder\u0113s, lai veiktu inkrementalit\u0101tes testu mekl\u0113\u0161anas, YouTube un soci\u0101laj\u0101s kampa\u0146\u0101s. To var \u0101tri un viegli iestat\u012bt, un t\u0101 pied\u0101v\u0101 cenas, kas atkar\u012bgas no konkr\u0113tiem testiem, \u0123eogr\u0101fisk\u0101 re\u0123iona un eksperimentu skaita.<\/li>\n<li><strong>Izm\u0113r\u012bts<\/strong>: Lai gan tas ir d\u0101rg\u0101ks par citiem, tas var b\u016bt lab\u0101kais pla\u0161iem e-komercijas savienot\u0101jiem ar mazumtirdzniec\u012bbai draudz\u012bgiem p\u0101rskatiem un ir ide\u0101li piem\u0113rots pat\u0113ri\u0146a z\u012bmoliem.<\/li>\n<li><strong>Billy Grace<\/strong>: Ar m\u0101ksl\u012bgo intelektu darbin\u0101ma, prec\u012bza izseko\u0161ana un \u013coti \u0113rta lieto\u0161ana. T\u0101 sniedz gudru ieskatu bud\u017eeta sadal\u0113 un nodro\u0161ina GDPR pras\u012bb\u0101m atbilsto\u0161us pirm\u0101s puses datus.<\/li>\n<li><strong>Workmagic<\/strong>: \u0160is ir pirmk\u0101rt un galvenok\u0101rt inkrementalit\u0101tes r\u012bks. Tam ir lieliskas \u0123eogr\u0101fisk\u0101s funkcijas, kas \u013cauj prec\u012bzi un \u0101tri sadal\u012bt grupas. Tas ar\u012b sola piln\u012bb\u0101 automatiz\u0113tu pieredzi.<\/li>\n<li><strong>LiftLab<\/strong>: LiftLab ir lieliski noder\u012bgs visos piltuves posmos, nodro\u0161inot aktu\u0101lu inform\u0101ciju. Uz\u0146\u0113mums sola visaptvero\u0161u klientu atbalstu visiem lietot\u0101jiem.<\/li>\n<\/ul>\n<p><em>Jaun\u0101k\u0101s zi\u0146as par inkrementalit\u0101tes test\u0113\u0161anu liecina, ka uz\u0146\u0113mumi piev\u0113r\u0161as tai, nevis klasiskajai atrib\u016bcijas model\u0113\u0161anai. Ja mekl\u0113jat a\u0123ent\u016bru, kas pal\u012bdz\u0113tu izveidot stabilu m\u0101rketinga strat\u0113\u0123iju ar sp\u0113c\u012bgu anal\u012btiku, mekl\u0113jiet tikai Promoguy! Apskatiet m\u016bsu <a href=\"https:\/\/promoguy.nl\/lv\/services\/\">m\u0101rketinga pakalpojumu lapa<\/a> , lai uzzin\u0101tu vair\u0101k.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Incrementality testing is how companies can truly measure the impact of their marketing activities, allowing for a better understanding of how media or ads generate new conversions. So, what does measuring incrementality mean for marketing, and what benefits does it provide? Let&#8217;s dive deeper. What is Incrementality Testing? An incrementality test measures the rate of [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":19558,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[11,7],"tags":[1063,1061,1062],"wl_entity_type":[47],"class_list":["post-19545","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-analytics","category-online-marketing","tag-incrementality-measurement","tag-incrementality-testing","tag-marketing-incrementality","wl_entity_type-article"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Incrementality Testing For Marketing &amp; Promotion - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"What does incrementality testing mean for marketers and what benefits does it provide? 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