These kinds of small changes have a big impact when marketers can prove what works and scale it. That’s the value of incrementality: showing that a specific change made a measurable difference and giving teams the confidence to apply that learning more broadly. Racklin emphasized holdout groups, verified purchase data, and shared measurement methodology as tools that help marketers defend decisions internally.
“We really believe that a test is valuable when it changes a decision,” Racklin explained. “It’s not just about performance. It’s not just the vanity metrics. It’s really about: Did that ad change behavior, can you prove that, and do you have confidence in it?”
As Virgin Voyages looks ahead, Quinn said the opportunity is to scale what works across channels, from CTV and direct mail to email and SMS. A single test may prove a concept, but a scalable one that you can implement across multiple teams can influence broader growth.
“If I can’t scale it across multiple channels, I can’t find a way to move it outside of its own bucket, then it becomes a lot less appealing,” Quinn said.
