INCRMNTAL competitors: best tools for measuring incrementality

INCRMNTAL is a marketing incrementality measurement platform, aiming to measure the impact of marketing efforts without relying on tests or user-level data.

How does INCRMNTAL measure incrementality of marketing channels?

1. It collects data on business performance and marketing activities, such as daily sales or website traffic and changes in ad strategies on platforms like Facebook or new campaigns on Twitter.
2. It analyzes this data with machine learning to see how marketing actions affect overall results.
3. INCRMNTAL creates a hypothetical scenario (‘synthetic baseline’) to guess your performance without these marketing changes.
4. Then It compares your real performance to this scenario to figure out the true impact of your marketing.

If you are in the market for an incrementality measurement tool, consider the following INCRMNTAL competitors:

1. SegmentStream

SegmentStream offers not only incrementality measurement but also AI-driven budget recommendations.

How SegmentStream measures incrementality

• SegmentStream does not depend on cookies or user-level data for its analysis.
• It employs machine learning to analyze data from advertising platforms, including clicks and impressions, as well as user behavior on websites.
• For upper-funnel campaigns like social media and video, SegmentStream offers view-through attribution, measuring the impact of visual-focused campaigns on the overall results, thereby allowing a fair evaluation of each funnel stage.

AI-driven Marketing Mix Optimization

SegmentStream has launched a Marketing Mix Optimization Suite that aims to maximize ROAS. It provides weekly recommendations on budget reallocation across campaigns to help achieve KPIs more efficiently.

The platform is used by prominent brands like L’Oréal, CarShop, and KitchenAid, with Lancôme achieving a 41% ROAS improvement across its entire Marketing Mix.

Read the Lancôme case study here.

2. Pecan AI

Pecan is a measurement and optimization platform for advanced teams. It’s based on predictive analytics using Machine Learning.

Pecan AI’s approach to measuring marketing channels

Pecan AI adopts and enhances the Marketing Mix Modeling (MMM) approach with AI.

It utilizes Machine Learning to detect patterns in data, such as understanding how weather changes impact sales or the effect of seasonality on advertising campaigns.

The platform also generates “what if” scenarios to test various marketing budget allocations and predict their outcomes, helping in strategic budget planning and optimization.

Additionally, Pecan AI provides tools for predicting customer churn, calculating Lifetime Value (LTV), scoring leads, and optimizing ad platforms through predicted event feedback.

Measured

Measured offers an incrementality-based marketing attribution solution. Its methodology combines both incrementality testing and media mix modeling.

How does Measured assess incrementality?

Measured utilizes its incrementality model to evaluate the effectiveness of marketing activities. This model is informed by a library containing over 25,000 test-and-control experiments.

The platform also assists in planning and optimizing media budgets by comparing various spending scenarios. It aims to determine the most effective budget allocation strategy based on the customer’s specific goals.

Additionally, Measured offers benchmarking features that help customers compare their spending on channels like Facebook, TikTok, or Catalog to industry peers. This comparison is based on anonymized spend data and performance rankings from various brands.