Northbeam has launched Northbeam Incrementality, an entirely automated product that makes it easier to carry out and increase incrementality testing, that is, measuring the actual impact of ads through testing the different scenarios with and without ads. The solution tackles the well-known issues in advertising measurement like high costs, complexity, and lack of reliability. Incrementality testing has a history of being tough to implement by the users. In fact, it needed a manual setup and the use of several different tools which in turn resulted in scattered insights and varying results. Northbeam’s new solution automates the entire process end-to-end, integrating incrementality with Multi-touch Attribution (MTA) and Media Mix Modeling (MMM+) into a unified measurement framework.
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“Incrementality can be powerful, but it’s been too slow, fragile and costly to use consistently and effectively,” said Northbeam CEO Austin Harrison. “We built Northbeam Incrementality to change that, and for the first time, teams can operate from a single shared reality, while never running a bad test or making decisions based on incomplete or misleading data.” Leveraging granular first-party data, the platform designs tailored experiments, continuously monitors performance in real time, and proactively corrects issues to ensure accuracy. By delivering actionable insights within a closed-loop system, Northbeam aims to enable more confident, data-driven advertising decisions.
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