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Aurora
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Explorer
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7.5%
Reduced average weekly media spend by 7.5%
32%
reduction in Radio investment
The
Challenge
As ADVENT continued to scale its marketing activity, the team needed clearer insight into how different channels and campaigns were contributing to performance - specifically Appointments Booked and Cost per Appointments Booked. Traditional attribution reporting provided volume and visibility, but it lacked the ability to distinguish between correlation and causation.
The primary challenge was gaining confidence in budget allocation decisions and ensuring spend was directed toward activity that was driving incremental value, rather than over-investing in channels that appeared to perform well in dashboards but delivered limited incremental impact.
The
Solution
INCRMNTAL analyzed ADVENT’s historical and ongoing marketing data through its Explorer platform, focusing on incremental performance across channels and campaigns. By assessing changes in spend against changes in outcomes, the platform surfaced where marketing activity was genuinely influencing results, and where diminishing returns were beginning to appear.
“INCRMNTAL gave us immediate clarity into which channels were truly driving incremental appointments. INCRMNTAL made it easy to take action, monitor performance weekly, and confidently reduce spend where it wasn’t adding value - improving efficiency without sacrificing booked appointments.”
Matthew Fung-A-Fat
Director of Performance Marketing
The
Results
During the test period, ADVENT implemented INCRMNTAL’s platform spend allocation recommendations across four US DMAs, shifting spend away from under-performing channels.
7.5%
Reduced average weekly media spend by 7.5%
32%
reduction in Radio investment
ADVENT is a nationally recognized pioneer in ENT medicine, and operating in a competitive US healthcare market means marketing efficiency is critical.
With multiple Designated Market Areas (DMAs) and a mix of channels running simultaneously, optimizing budget allocation is not just a planning exercise - it directly impacts cost per appointment and overall growth performance.
To improve efficiency without compromising the volume of booked appointments, ADVENT partnered with INCRMNTAL to identify which channels were truly driving incremental impact and conversions.