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Using INCRMNTAL in Your BI

INCRMNTAL measures the true incremental impact of your marketing, showing you which channels actually drive growth versus those that simply harvest existing demand. When you integrate INCRMNTAL into your Business Intelligence (BI) environment, you move beyond static reporting and start making confident, data-driven decisions grounded in real incremental impact.

Why Integrate INCRMNTAL into Your BI?

Most BI systems rely on attribution data. While valuable, these metrics do not distinguish between value created by marketing efforts and value that you would have received regardless, i.e. Organic, seasonality and external events. 

INCRMNTAL adds a causal layer, enabling your BI to answer: Which channels are actually driving new value? And how much incremental impact does each channel contribute?

This allows for a more accurate and confident decision-making process.

How to Integrate INCRMNTAL's data into your BI?

Automated Export (Recommended)

  • Google Sheets or Amazon S3
  • Schedule regular updates (i.e weekly)
  • Maintain a rolling window (30–60 days)

Manual Export

  • Export from Explorer by channel / campaign / geo/platform

How to Use INCRMNTAL in Your BI

1. Add Contribution as a Core Metric

Include Contribution alongside your existing KPI to to ensure your BI reflects both Reported performance and Actual business impact

2. Compare Attribution vs Contribution and Evaluate Channels Based on True Impact

Displaying both metrics side by side helps identify gaps between: Where the value is attributed vs What is actually driving incremental value. This comparison is key to improving performance evaluation and decision-making. 

By shifting the focus from: “Which channels perform best in attribution?” to “Which channels contribute the most incremental value?” you can prioritize channels that truly drive growth.

Decrease budgets on the underperforming Channel/Campaigns and shift budgets towards the Channels and Campaigns with high Contribution. This enables more accurate prioritization and strategic decisions.

Monitor Contribution Over Time

Track contribution trends (WoW / MoM) to understand:

  • Stability of channel performance
  • Changes in incremental impact
  • Effects of budget or strategy adjustments

This helps ensure that growth is sustainable and driven by real impact.

Best Practices

  • Use contribution as the source of truth for impact
  • Maintain granular breakdowns (geo, platform, campaign)
  • Align BI refresh cadence with INCRMNTAL updates

Key Takeaway

Attribution shows where conversions are recorded.
Contribution shows what marketing actually drives.

By integrating INCRMNTAL into your BI, you enable your team to make decisions based on true incremental value — not just reported performance.

 

For any question please contact onboarding@incrmntal.com , or open a support Ticket here