Every campaign reports lift. Every dashboard shows “impact”. And yet when budgets tighten, teams still can’t agree on what actually worked. Incrementality has become marketing’s favorite proof point and its most fragile one. Depending on the method, the same campaign can look indispensable or irrelevant. Are we driving behavior, or just capturing intent that already existed? 

This session explores why proving causation is harder than reporting performance, how flawed methodologies create false confidence, and what it actually takes to isolate true lift. Because incrementality isn’t a myth, but proving marketing changed the outcome requires more than a dashboard.