Is It actually working? Wehkamp put incrementality to the test
To move beyond vanity metrics and definitively prove campaign efficacy, e-commerce leader Wehkamp partnered with RTB House on a rigorous incrementality testing initiative. Sven Jonker (Digital Marketeer, Wehkamp) and Bob Hoeksema (Senior Account Director, RTB House) share the complete journey, from strategic rationale and methodology selection to business-level impact. Discover how to design testing frameworks that earn stakeholder trust, translate incremental uplift into actionable strategic shifts, and refine campaign optimization for maximum commercial return.
Wehkamp and RTB House discuss how incrementality testing beats vanity metrics.
Every marketing professional eventually runs into the same issue. How can we prove the positive impact of campaigns and show, beyond doubt, that the channel, partners, and strategy are effective? Wehkamp, an iconic ecommerce leader, decided that proving campaign effectiveness was a business-critical mission and set out on a rigorous testing cycle with RTB House.
In this presentation, Sven Jonker (Digital Marketeer, Wehkamp) and Bob Hoeksema (Senior Account Director, RTB House) take you through the full story. They start from the strategic rationale, go deep into chosen methodologies, and then take a clear look at what the results actually mean for the business.
They share first-hand experience of what it takes to design a test that stakeholders trust and to evaluate the results. They then talk about what happened next. How were the insights acted on? What changed? And what would they do differently?
Whether you're already running incrementality tests or still discussing internally if you should proceed with one, this session offers a rare look inside the decision-making of a data-driven ecommerce leader.
