skills/incrementality-design/references/decision-model.md

# Incrementality Design decision model

Decision boundary: **incrementality design**

## Inputs
- treatment feasibility
- baseline outcome data
- geographic/audience constraints

## Decision sequence
1. State the decision and who must act on it
2. Separate facts, inference, assumptions, and unknowns
3. Test at least one credible competing explanation
4. Choose the option that best satisfies the explicit decision criteria
5. State trade-offs, risks, confidence, and evidence that would reverse the decision

## Escalate
Escalate to Marketing Council when multiple functions remain plausible owners and the request does not establish a safe dependency order