Incrementality Testing Software for Brands

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Incrementality Testing Software for Brands

Inspired by a conversation on:

Marketing Operators

Marketing Operators

Inside Cozy Earth’s Viral Social Challenge with CMO George Davis

Host: Connor Rolain, Connor MacDonald, Cody Plofker

Timestamp: 44:03:84 - 54:37:06

Listen to Episode • View Podcast • All Ideas from Marketing Operators

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Feather Flow

Direct Quote

"We want to move towards a place, especially for these more like if we're testing subsets of strategies."

Market Gap

Brands struggle to measure true marketing effectiveness.

As digital marketing evolves, brands face increasing challenges in accurately measuring the effectiveness of their marketing strategies. Traditional metrics often fail to capture the true impact of multi-channel campaigns, leading to confusion and misallocation of resources. Companies need a reliable way to assess the incremental value of their marketing efforts, particularly as they experiment with different channels and tactics. Current solutions can be overly complex or lack integration with existing marketing tools, making it difficult for brands to gain actionable insights from their data. This gap highlights the demand for user-friendly, integrated solutions that provide clear measurements of marketing performance across various touchpoints.

Summary

Developing software designed specifically for incrementality testing could provide brands with the insight they need to optimize their marketing strategies. This tool would allow brands to run holdout tests across multiple channels and easily measure the incremental impact of their various marketing efforts. By simplifying the testing and reporting process, brands would be better equipped to understand which strategies yield the best returns, allowing for more informed decision-making. The software could also integrate with existing marketing tools to provide a comprehensive view of performance, making it easier for brands to allocate resources effectively and maximize their return on investment.

Categorization

Business Model
SaaS
Target Founder
Technical
Difficulty
High
Time to Revenue
6-12 months
Initial Investment
> $10,000

Potential MRR (18-24 months)

Conservative
$10,000 - $20,000 MRR
Moderate (Most Likely)
$30,000 - $50,000 MRR
Optimistic
$60,000 - $100,000 MRR

* Estimates assume solo founder/bootstrap scenario with competent execution

Scores

Clarity
9/10
Novelty
9/10
Feasibility
6/10
Market Potential
9/10
Evidence
8/10
Overall
8.2/10
Found on September 23, 2025 • Analyzed on September 23, 2025 2:39 PM

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How should I validate this saas idea before building it?

2:34 PM

Great question! For a saas idea like this, I'd recommend starting with these validation steps:

  1. Customer interviews: Talk to Technical to understand their pain points
  2. MVP approach: Build a simple landing page to test demand
  3. Competitor analysis: Research existing solutions and identify gaps

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2:35 PM

Yes, and what about the technical implementation? Should I build this myself or hire a team?

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Based on your idea's complexity and 6-12 months, here's my recommendation:

Technical Strategy:

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2:37 PM

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