Marketing Operators Incrementality Playbook Every Ecommerce Marketer Needs
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Mar 17, 2026 Cody Plofker, CEO of Jones Road Beauty and DTC growth practitioner, walks through building an incrementality-first marketing approach. Short takes cover running consecutive channel tests, using holdouts and scale-up experiments, and measuring upper-funnel channels like CTV and YouTube. Listens to directional reads and strings test results into next hypotheses for continual optimization.
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Make Incrementality Your Team's Default
- Operationalize incrementality by teaching your team a clear metric hierarchy and running constant hypothesis-led tests.
- Cody recommends always-on experiments, running many small tests and insisting teams prove causality before scaling tactics.
Audience Composition Can Signal Incrementality
- Use audience composition as an incremental signal when holdouts aren't possible.
- HexClad compared Shopify buyers (11% age 18–34) to TikTok Shop buyers (32% age 18–34) and used that demo lift to justify investment.
Hold Retention Channels Accountable With Holdouts
- Treat retention channels as incrementality experiments, not autopilot revenue streams.
- Run user-level holdouts for email/SMS personalization (AI copy, product recs) to measure true incremental lift rather than trusting platform ROI claims.