Startup INCRMNTAL announced the closing of its initial $4.1 million round on Monday, bringing its total funding to $5.5 million.
The tour was led by Play Ventures VC with participation from Heracles Capitala $10 million fund focused on mobile investments launched in May by Mobile Dev Memo founder and worldwide smartypants Eric Seufert.
INCRMNTAL, which uses artificial intelligence to continuously measure marketing impact without the need for separate experiments, It was launched for the first time in October 2020 with $1.4 million in seed funding.
Measuring the increase helps marketers see if the results they see will happen even without any of their marketing efforts—that often-hard-to-quantify relationship between correlation and causation.
“It’s the best way to understand the actual value,” said Mauer Sadra, CEO and co-founder of INCRMNTAL. “The MTA is in a world that is all about privacy — it simply doesn’t exist,” Sadra said.
But INCRMNTAL was almost a multi-touch support company in its own right.
Sadra, who has long been frustrated with the state of mobile metering during his time in executive roles at AppLift and Inneractive, joined forces with former Inneractive colleague, Moti Tal, after leaving AppLift in mid-2020 with the idea of developing a product to measure the true impact of marketing activities.
“I really wanted us to build the world’s best multi-touch attribution solution,” Sadra said. But my death, fortunately, was smarter, and he said, ‘No, no, no – we need to go after the increase. “
Marketers don’t need cookies or identifiers to run augment testing, which is attractive in a world where user-level data is becoming increasingly difficult to obtain. But, historically, incremental testing hasn’t, any other way of saying it, been a huge pain in the ass.
The classic way to do surge testing is to turn off an ad channel, wait for a set amount of time, restart marketing, and then roll back any drop in sales.
But this is often not possible or even reasonable, especially for larger marketers with high brand awareness. “Let’s say Coca-Cola stops marketing – how does that actually affect its sales in the first two months?” Sadra said. “It will take a very long time.”
INCRMNTAL uses a causal data science approach to track the effectiveness of marketing as it occurs by identifying the relationship between the cause and effect of every action a cross-channel marketer takes, no matter how significant or minor. The goal is to track everything from launching a new TV campaign to swapping a creative piece on the web.
It’s able to do this using a tool I developed called Marketing Logger, which, as its name indicates, automatically records every change the marketer makes and pulls the data collected by contacting the marketer’s platform partners, attribution partners, BigQuery, or any other data repository. Marketers can also add information manually, such as “A TV campaign went live on ABC today.”
The INCRMNTAL model can then create a forecast of what would have happened if an advertiser had not, for example, run that television campaign on ABC, taking into account seasonality and other external factors.
“The model can handle when there are multiple activities happening on the same day,” Sadra said.
For example, INCRMNTAL works with two navigation apps, Bolt and TIER. during the tube strike In June in the UK, INCRMNTAL was able to recognize that the massive peak in app usage had nothing to do with paid marketing.
“Our idea is to measure marketer activities all the time so they can see the full picture and not have to plan and run experiments that might affect their business,” said Tal, chief technology officer of INCRMNTAL and co-founder of Sadra.
But what about all the major brands that work in the MTA, like Molson Coors, for example, and AT&T? The majority of large advertisers now use the MTA, according to one report chest By Trade Marketing org MMA Global last week.
“It’s not scalable, because it has to be done for every client,” Sadra said. “Even if you install the MTA model and then decide to start doing something new, like in-game advertising or a CTV, your MTA model will crash and you have to create another one.”
According to Sadra, INCRMNTAL hasn’t had to do any outside marketing in large part thanks to Apple’s privacy changes and overall signal loss, but the funding will help the company scale its operations.
INCRMNTAL plans to double its engineering team of 11 and set up a sales and marketing department by the end of the year, which is what it really needs. So far, Sadra has been the only non-engineer in the company, and has personally dealt with every test client.
The company also plans to launch a self-service integration by the end of the year so customers can test out the platform for themselves before deciding if they want to sign up for a license.