The Future of Marketing Measurement: INCRMNTAL Launches Its Autonomous Measurement Platform

The new technology will allow marketers to measure incrementality across all channels without the need for experiments, so marketers can understand the true value of their marketing spend.

INCRMNTAL, the global incrementality measurement platform, announces the launch of Autonomous, its new platform driving the next evolution in marketing measurement. In an industry-first, Autonomous allows brands to view where they gained or lost incremental value across any channel, online and offline, without the need for user identifiers or experiments to test which activities are best performing.

Powered by AI and multiple predictive models, Autonomous enables marketers to measure every detail of their marketing activity continuously, removing the requirement for advertisers to manually check the effect of various changes and saving marketing teams hours of time. INCRMNTAL’s advanced technology can determine the significance of seasonality, holidays, special days, and external advertiser specific factors such as weather, stock market trends, or promotions, to provide marketers with an always-on view over the metrics they wish to evaluate.

The platform highlights where conversions, revenue, leads or installs have increased or decreased, and differentiate where any fluctuations come as a result of a new campaign, seasonal impact, or outside issue. Results appear on one dashboard with gains and losses appearing via a heatmap, so brands can see with immediate effect exactly where their spend is performing and allocate budgets accordingly.

Marketing Technology News: MarTech Interview with Lisa Arthur, Chief Marketing Officer at Sensedia

INCRMNTAL, which works with major clients across all sectors including AutoScout24, Binance, Bolt, GameHouse and Hopper, built Autonomous on the basis of establishing the future of marketing measurement from a consumer-privacy perspective, which doesn’t rely on user IDs and delivers stronger results using purely aggregated data.

Maor Sadra, CEO, INCRMNTAL, said: “We developed Autonomous to ensure our clients receive next level measurement capabilities that tell them precisely where their advertising is performing, where it’s not, and what influence external factors are having on this. 

“Incrementality is the gold standard for measurement, requiring no user-level data to expertly measure the impact of each and every marketing activity, but traditionally, it’s required experiments, resulting in potential losses to brands when turning off campaigns. We’ve built a solution to revolutionise incremental measurement however, which negates the need for experiments and enables marketers to measure every single micro change against any given metric with the results displayed on a single dashboard, designed with optimum ease-of-use in mind. Autonomous gives time and power back to marketers and truly unlocks the value of their campaigns.”

Marketing Technology News: CDPs Still Critical For Marketers Despite ‘Data Clean Room Trend’

Pau Sicilia, Performance Marketing Manager Global, Binance: “Autonomous takes all the guesswork out of marketing measurement and saves us considerable time in evaluating the success of our marketing activities, as it does the work for us. As a result of using Autonomous, we’ve been able to measure the true incremental value of our global campaigns. The dashboard enables us to see precisely where our spend is generating revenue for the business and where it’s not, so we can optimise our budget to the greatest effect.”

Autonomous builds on the success of INCRMNTAL’s original platform, which launched to market in September 2021, enabling brands for the first time to measure incrementality without any user-level or geolift experiments.

INCRMNTAL is an incrementality measurement platform allowing advertisers to measure the impact of their marketing activities across any medium or platform without needing to create any experiments. The platform requires no user-level data, as the company is applying causal data science to marketing measurement by developing proprietary algorithms capable of measuring the impact of ad spend across mobile, web, TV, OOH, influencers and more. INCRMNTAL is a strategic tool for all marketers and data scientists to unlock the value of your marketing budget.