INCRMNTAL vs. Incremental (formerly Tradeswell)

If you’re here, there’s a good chance you searched for “incrementality measurement” and ended up confused by two companies with almost the same name.

You’re not alone. We’ve heard from customers who meant to reach INCRMNTAL but landed on Incremental, surprised to see a copycat riding our success.

So let’s clear this up once and for all.

These are two different companies, with different histories, different products, and very different approaches to measurement.

First, the naming issue

INCRMNTAL has operated under this name and domain (incrmntal.com) since August 5, 2020.

Incremental is the new name of a company that previously operated as Tradeswell. The Tradeswell brand was retired and replaced with “Incremental” as part of a rebrand that took place years after INCRMNTAL was already live and operating under its current name.

That timing matters. The overlap is not because INCRMNTAL changed names or pivoted. It’s because another company adopted a name that closely resembles an existing one.

Unfortunate? Yes. Confusing? Absolutely. Intentional? We’ll let you decide.

What matters most is that the products are not interchangeable.

What INCRMNTAL is built for

INCRMNTAL is an AI-powered marketing measurement platform focused on always-on incrementality.

The core philosophy is simple:
• Measure real incremental impact
• Across all channels
• Without relying on user-level data
• Without requiring planned experiments or constant lift tests

INCRMNTAL treats real-world change as signal. Budget shifts, creative changes, channel mix adjustments, seasonality, and market dynamics become continuous micro-experiments. The system learns from what is already happening, instead of forcing marketers to disrupt campaigns just to measure them.

The methodology won innovation awards, is being researched in the most prestigious universities, and is being used by some of the world’s most sophisticated companies, such as: Paramount, Binance, Monday.com, DraftKings and others. 

This makes INCRMNTAL especially well-suited for:
• Privacy-first environments
• Complex media mixes
• Teams that want answers continuously, not once per quarter
• Brands that cannot pause or split traffic for testing

What Incremental (formerly Tradeswell) is built for

Incremental positions itself primarily around retail media measurement.

Its product is designed to help brands operating heavily inside retail media networks understand performance by normalizing media, sales, pricing, and promotion data. The platform emphasizes retail-specific drivers and consistency across retail ecosystems.

Incremental’s approach relies on a mix of regression modeling and experiment-based methods, including designed and synthetic experiments, to infer causality.

This makes it a reasonable fit for:
• Retail-first organizations
• Use cases centered on ecommerce and retailer data

It is a fundamentally different scope.

Side-by-side comparison

If you’re choosing between the two, the question isn’t “which is better” in the abstract. It’s which problem you’re actually trying to solve.

If you need true cross-channel incrementality without experiments, without disruption, and without user-level tracking, INCRMNTAL is built for that reality.
 

How to make sure you’re talking to the right company

To avoid booking the wrong demo or reading the wrong documentation:

• Check the domain
  • incrmntal.com = INCRMNTAL
  • incremental.com = Incremental (formerly Tradeswell)
• Look for the Tradeswell reference
  • Any mention of Tradeswell means you’re looking at Incremental
• Pay attention to the language
  • Always-on incrementality, no experiments, privacy-first = INCRMNTAL
  • Retail media networks, RMNs, retail-aware measurement = Incremental

We didn’t choose to share a name space with another company. We did choose to build a platform that reflects how modern marketing actually works.

If you’re here looking for INCRMNTAL, you’re in the right place.

And if you’re still unsure, just ask. We promise not to rebrand halfway through the answer 😀