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The Leadara Approach

Guides on audiences, journeys, and measurement — written for marketers who ship.

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holdout

What is a holdout (control) group in marketing? How to measure true lift

A holdout keeps eligible people out of an action on purpose so you can measure incremental lift — different from A/B, and not for transactional sends.

Niloofar Karimi

Sep 11, 2026 · 9 min read

AI decisioning

What is AI decisioning in marketing? Next-best-action explained

AI decisioning picks the next best action per person — message, channel, offer, or silence — with guardrails and holdouts; not prediction scores alone.

Sara Moradi

Sep 8, 2026 · 10 min read