This article explains how the Split Distribution feature works
We often come across the same question from customers:
How can the platform know what is the value of an activity, if we make multiple changes in the same day ?
Splitting the distribution amongst multiple activities happening on the same day was the most complex algorithmic challenge we had to solve (so far).
How does the INCRMNTAL platform create a measurement ?
Whenever measuring an activity (example: a budget increase for a channel) the platform creates a seasonality analysis for your traffic, and creates multiple of timeseries utilizing each and every overlapping channel, campaign, ad group based on the marketing changes the platform logged.
The platform utilizes the context of each and every activity to create a prediction showing “what would have happened if you did not make the change (your measuring) ?”
To answer this question, the prediction model practically needs to be agnostic to the context of the activity you wanted to measure. I.e. the prediction should behave the same if you increased the ad spend by $100 or $10,000
How does the platform split distribution amongst multiple activities ?
When the platform recognizes that more than one activity happened on the same day as the activity you wanted to measure, the platform will run through the prediction process for each of the activities , utilizing the same methodology process as described above.
Each measurement process will utilize the context of all parallel activities, including the ones happening on the day of the activity measured, while ignoring the context of the activity measured.
How can you see the split distribution ?
The split distribution can be reviewed by clicking the (
For example, in the following split, we’re seeing an external activity , a Rakuten budget increase, and a Facebook budget increase. Each of those was measured and calculated for its incremental value separately, showing you which activity was the most impactful that day.
What can’t the platform split ? If multiple one off or offline activities are launched at the same day, where the budget is the same, and there are no further changes the platform can detect for those activities, the platform will split the distribution proportionally to each of the activities.
For any question please contact support@incrmntal.com , or open a support Ticket here