Use Ladder of Inference language to align stakeholders on an incrementality test decision.
Evan Ruiz ER Brand manager D Data A Assumption T Test Measurement tension 20 sec The meeting Evan sees 9.2 ROAS and thinks the campaign already proved impact. Analytics wants a holdout before scaling. Each person selected different data and climbed to a different action. 9.2x attributed ROAS $500K scale decision
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