The new Explorer dashboard allows for enhanced data contributions from one platform to others. This feature accommodates diverse data behaviors across platforms and facilitates the management of unstructured data.
In this article we will present our underlying assumptions and the default behavior of platforms effects on one another.
INCRMNTAL Explorer supports a wide variety of Platforms (iOS, ANDROID, Offline, Web, Amazon etc), helping users to understand and to evaluate their incremental contribution on one another and onto theirs overall market performance.
We make contribution assumptions based on the platform behavior and Business Usage, and divide different Platforms into two main categories:
- Main Platforms: The devices or operating systems where business activities are more likely to occur (for example, in the context of a mobile game, we anticipate that user conversions will primarily occur on iOS or Android platforms).
- Supportive platforms: Advertising platforms that guide users to convert on other channels. This includes promoting a mobile app through television or outdoor advertising, encouraging users to download the app, or utilizing websites that prompt app downloads.
Below you can see the visual representation of the variety of the Platforms and their behavior that INCRMNTAL supports:
Based on the Platforms' behaviors, there are several assumptions that INCRMNTAL uses in their contribution calculation:
Representation of Contribution per Main and Supportive Platforms in INCRMNTAL Explorer
Main Platforms view (i.e iOS, Android, Web):
Activities from supportive platforms can impact the main platforms, which may result in instances where you observe contributions without corresponding spending on the main platforms. This occurs for channels that operated on supportive platforms and, according to our models, significantly influenced the main platforms.
In such instances, the contribution metrics from supportive platforms will be reflected under the original channel. However, spending data (along with any calculated KPIs that rely on spending) will only be accessible for the channels that were actively running on the main platform.
Main Platforms with no spend (i.e. Switch, Consoles):
Since those platforms get activities (spend changes) from all platforms, and do not have spends on their own, you can see the contribution but not spend.
Supportive Platforms (Offline, SmartTV) view:
Please be aware that Supportive Platforms are not listed as individual options in the Week Over Week view, and filtering the Explorer specifically for these platforms is not possible.
However, you can still see their total spend on the Pivot table in the UI, as well as on the Analytics Dashboard.
Configuration opportunities for a Cross-Platform behavior within INCRMNTAL Explorer Dashboard.
All the configurations currently are done on a client level and cannot be distinguished per app/brand.
There are possible configurations that can be implemented:
- Establishing the threshold criteria to determine whether a platform should be classified as supportive or main.
- Establishing the criteria for determining how different platforms influence one another, as well as identifying which platforms are classified as primary versus supportive.*
We use Activities (spend changes) from supportive platforms to provide contribution for the main platforms.
*You have the flexibility to configure the platform settings so that Web is classified as a supportive platform rather than a main platform, even if it exceeds the conversion threshold. In this case, you can specify that Web only influences iOS, while having no impact on Android.
Please note that if you choose to implement a configuration different from the default settings, you will need to rerun your data. This action will also affect the existing results displayed on the Explorer dashboard.
For any question please contact onboarding@incrmntal.com , or open a support Ticket here