Incrementality per campaign
Treatment against its own holdout; the guardrail decides whether the number is trusted.
2 rows · Campaign · Objective · Treated · Holdout
Bought by CVM and Commercial director
We run your value-management engine and prove what it earned, with your team in the approval loop.
Operators run many campaigns and cannot separate what earned money from what would have happened anyway; CVM skills are scarce.
Demonstration available — A journey runs end to end on sample data, including its refusal and failure states. Runs today on a sample of your market; its workspace opens with Managed CVM and Experimentation.
The result, on the sample
1 of 2 campaigns measured on a trusted holdout; incremental value 722 units after contact cost; 1 contaminated holdout subscriber(s) excluded.
Sample. Choose your market to see this page, the workbook and the review in your currency and language.
Managed CVM and ExperimentationYour market · units
1 of 2 campaigns measured on a trusted holdout; incremental value 722 units after contact cost; 1 contaminated holdout subscriber(s) excluded.
Campaigns2campaigns
Measured on a trusted holdout1campaigns
Incremental value (trusted)722units
Contaminated holdouts1subscribers
Decision Continue Data top-up nudge (incremental 722 units after contact cost); Re-run Lapsed win-back with a holdout of at least 20 % before deciding. If nobody acts: Every campaign continues as budgeted, with its value claimed from the treatment arm alone and nothing held out to say what would have happened anyway.
See the product
The workspace, screen by screen.
The 7 screens a demo walks through, captured from the built product on sample rows. Sign in to run it on your own market and your own numbers.
1 of 7 · Overview The workbench: the tiles, the run, the ladder, the last run and the next step. Captured on the built product, signed in as an analyst, on 2026-09-30. Sample rows. 
2 of 7 · Sample The result on the sample: the headline and the tiles, each with its basis. Captured on the built product, signed in as an analyst, on 2026-09-30. Sample rows. 
3 of 7 · Sample The decision the engine proposes, and what happens if nobody acts. Captured on the built product, signed in as an analyst, on 2026-09-30. Sample rows. 
4 of 7 · Sample The checks the engine refused, each with its reason and its owner. Captured on the built product, signed in as an analyst, on 2026-09-30. Sample rows. 
5 of 7 · Your data Your data: the sheets, the template to download, and the review of what comes back. Captured on the built product, signed in as an analyst, on 2026-09-30. Sample rows. 
6 of 7 · Runs Every run, as it was computed, with the version it ran on. Captured on the built product, signed in as an analyst, on 2026-09-30. Sample rows. 
7 of 7 · Decide The proposal to an approver, and what the approver sees. Captured on the built product, signed in as an analyst, on 2026-09-30. Sample rows.
Three things it decides
Each on your rows, each with its reason written.
Arms
Each arm as measured.
4 rows · Campaign · Arm · Size · Contacted
What it needs from you, and how a pilot proves it
Incremental margin against a held-out group.
cohort, campaigns and responses as three sheets: every subscriber is in one arm (treatment or holdout) of one campaign; responses name a subscriber in the cohort; contamination — a holdout subscriber with a treatment contact — is an exception. A subject column holds your own pseudonymous reference; a phone number, IMSI, IMEI or account number in it is refused, and the refusal names the column.
- The data you supply
- Campaigns, Cohort, Responses, Cost components — your own rows, on your own subject keys, through the same review the sample passes. Bring your data — the workbook out and back, after sign-in. Download the sample workbook
The 4 sheets, column by column
- Campaignseach campaign: the offer, what a contact costs, and the smallest holdout share the measurement accepts. Columns: campaign_id, name, objective, contact_cost, minimum_holdout_pct.
- Cohortevery subscriber in a campaign, in exactly one arm. Columns: assignment_id, campaign_id, subscriber_ref, arm, segment.
- Responseswhat each subscriber did in the measurement window, and whether a contact reached them. Columns: assignment_id, contacted, responded, spend.
- Cost componentsoptional: what one contact's cost is made of — incentive, channel, partner or AI — summing to the campaign's cost per contact. Columns: component_id, campaign_id, component, cost_per_contact.
- The measure
- Counted once reconciled against your own records: incremental margin against the revenue mart; contacts against the campaign system's send log.
- The approval
- A second person approves; the person who loaded the data cannot. The decision is audited with its reason.
The products and the streams it draws on
Runs on Managed CVM and Experimentation; draws on Customer Intelligence, Decisioning and Next Best Action, Journey Activation, Experimentation and Value and the Customer Growth & CVM, Campaigns & Personalisation, Revenue, Margin & Commercial Spend streams of the catalogue. The lifecycle to live operation and the twelve-line contract are in the workbench, after sign-in.
See it on your own numbers.
Sign in with your work email; the sample is generated for your market and currency; change the values and run again. Or book a demo and we walk it with you.