Are you making decisions based on data that proves causality or just correlation?

Connor Rolain (Head of Growth, HexClad), Connor MacDonald (CMO, Ridge), and Cody Plofker (CEO, Jones Road Beauty) dig into what it means to build a truly incrementality-first marketing organization.

They break down how to string together consecutive channel tests — using each result to build the next hypothesis rather than testing in isolation. They share real examples from their own accounts, including how a 20% budget shift to brand video drove a 40% lift in incremental results, why TikTok Shop is proving to reach a new audience for HexClad, and how Jones Road diagnosed and rebuilt a struggling Meta account from first principles.

The conversation also tackles the nuance of measuring upper-funnel channels like CTV and YouTube, when directional reads are enough, and how to build a culture where your team learns to think incrementally without being told to.

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