Treatment Cost
What applying an intervention costs per unit — including the margin given away to customers who needed no persuading.
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Incremental Revenue
The revenue a treatment caused rather than accompanied. Heavy-tailed, wide-intervalled, and not profit until a margin and a cost are applied.
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Incremental Sales
The units a campaign actually caused. Why counting them is not the same as counting revenue, and why a promotion can win on one and lose on the other.
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Total Incremental Benefit (TIB)
Everything a campaign produced that would not have happened anyway. Converting it to money, carrying its interval, and why treating everyone rarely wins.
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Incremental Conversions
The conversions a campaign caused, as opposed to the ones it was merely present for. What the scaling to a full population quietly assumes.