During the last few years, Cookies have been gradually crumbling.
Safari ITP is already blocking cookies, and the Google Privacy Sandbox is just around the corner.
Multi-touch attribution is already gone, and Last touch attribution gave 100% credit to whoever touched the user last making marketing measurement be the most unreliable it has ever been.
Our platform measures the actual value generated by your channels,
campaigns, and ad groups without relying on user-level data.
Measuring incrementality has always been important for us, as incrementality measures the true value of our marketing activities. INCRMNTAL got it right. The INCRMNTAL platform allows us to measure the actual value of our campaigns, while taking seasonality into consideration in every measurement. INCRMNTAL also allows us to measure and understand cross channel influence across all of our activities, including TV, influencers, and more.
Before making any decisions we conducted rigorous validation tests over INCRMNTAL. We compared the platform to our own analysis, 3rd party solutions, and we even challenged the platform by onboarding fake spend data. The platform passed every test we ran it through. Measuring each and every campaign across all mediums and platforms, we learned that the incremental value of our mobile campaigns was far greater than some of our web campaigns - even though attribution reporting showed us a completely different picture. We changed our budget allocation amongst platforms thanks to insights we received and were able to validate.