Incrementality-based attribution is WorkMagic's measurement methodology that combines incrementality testing with data-driven multi-touch attribution to give marketers the most accurate cross-channel incrementality based measurement at every level of granularity in real-time.

Why incrementality tests and multi-touch attribution?

These two methodologies have offsetting strengths and weakness, so combining the two together creates a robust measurement system that maximizes the ability to not just measure incrementality, but actually easily optimize for it. See below to understand the two methodologies in isolation.

Strengths of attribution

• Ties marketing touchpoints to purchases.

• Available in real time as purchases happen.

• Measures marketing at every level: channel, ad group, ad, etc.

• Measures at a user level.
  

Limits of attribution

• Doesn't measure causation of marketing.

• Limited by touchpoints available.

• Limited by identity resolution.

• Generally gets less accurate over time.

Strengths of incrementality tests

• Measures causation or true impact.

• Measures any channel where you can control geo targeting.

• Doesn't rely on identity resolution.

Limits of incrementality tests

• It only measures a snapshot of time.

• Tests one variable at a time, usually channel or tactic level.

• Measures at an aggregate level.

  
  

WorkMagic's incrementality-based attribution methodology

WorkMagic's incrementality-based attribution has all the benefits without the limitations:

• Measures for causation.

• Measures all channels.

• Measures at the most granular level possible for each channel.

• Measures in real time.

• Increases in accuracy over time.
  
  

How incrementality-based attribution works

Customers start out with WorkMagic's standard data-driven multi-touch attribution model. They then run an incrementality test on one channel, which generally runs for 3-4 weeks. This test measures the incrementality of that channel and the cross-channel impact it has on all the other channels. The brand's attribution model then is calibrated by these results, creating a unique brand specific incrementality based attribution model.

After the incrementality test is complete, there is a cool down period. After that period is over, a new incrementality test can be run, usually done on another channel.

Repeating this process of testing and calibrating increases the accuracy of a brand's custom attribution model each time and is a NorthStar guiding brands to get a better return from their marketing efforts.

This same method is used when testing new channels, giving brands an accurate measurement of incrementality of a channel from the start.

The old notion of "half the money I spend on advertising is wasted; the trouble is I don’t know which half", no longer implies when you use WorkMagic's incrementality-based attribution.