How Ridge Uses Incrementality to Cut Waste and Scale What Works
From OPERATORS by OPERATORS
June 3, 2026 · 1h 13m · Episode 168
About this episode
The episode discusses the importance of incrementality testing in ecommerce and how it can impact media decisions and budget efficiency.
Is your incrementality testing giving you accurate data or are you burning budget on a broken signal? Austin Harrison (CEO, Northbeam) joins Sean Frank (CEO, Ridge) and Katy Mimari (CEO, Caden Lane) to challenge the most repeated advice in ecommerce measurement: that longer tests are always better, holdouts are interchangeable, and incrementality alone is enough to make media decisions. They break down when a growing brand needs incrementality versus MTA, and how running tests inside a noisy environment can produce weeks of data worth nothing. Sean pulls from Ridge’s own results to show how layering incrementality on top of MTA unlocked YouTube spend that in-platform data never would have justified, while Katy’s botched first test proves clean test conditions matter as much as the tool itself. They also dig into why moving up funnel on Meta is outperforming conversion campaigns at scale, and what separates the fastest-growing ecommerce brands in 2026 on creative. Powered By Fulfil https://bit.ly/3pAp2vu Saras Analytics https://bit.ly/9OP-Ytdesc Aftersell https://9ops.co/4i3bb5 Richpanel https://9ops.co/richpanel Northbeam https://www.northbeam.io/ Postscript…
People in this episode
Host: Sean Frank
Guests: Austin Harrison, Katy Mimari
Topics covered
- incrementality testing
- ecommerce measurement
- media decisions
- MTA
- creative strategies
- digital marketing
Keywords
- incrementality
- ecommerce
- MTA
- YouTube spend
- Meta
- creative
- digital marketing
- testing conditions
Mentioned in this episode
Organizations: Northbeam, Ridge, Caden Lane, Meta, YouTube
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