E127: Incrementality Testing for Black Friday, Cyber Monday: What to Spend?

“It is so incredibly easy to not drive incremental results the week of Black Friday.”

Connor MacDonald (CMO, Ridge), Cody Plofker (Advisor & fmr. CEO, Jones Road), and Connor Rolain (Head of Growth, HexClad) share how they are approaching Q4 planning.

Before scaling Black Friday, Cyber Monday spend, both HexClad and Ridge test incrementality with real control groups. That same discipline shapes their AMER vs CAC debate, since neither wants to scale spend that isn’t truly incremental. Also, AG1’s new gummy launch steps up, and so does its cannibalization risk.

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Chapters

00:00:00 New AG1 Gummies

00:05:29 AG1 Goes Wholesale

00:10:44 Pricing Tiers Decoded

00:17:17 Black Friday Planning

00:20:53 Incrementality Testing

00:26:10 Pre-November Offers

00:31:11 Seasonality Sells

00:36:18 Timing Your Launch

00:41:07 CAC Versus aMER

00:47:19 Reactivation & Loyalty

00:53:15 Geolift & Holdouts