Northbeam Launches Incrementality Solution to Redefine Advertising Measurement

Marketing attribution pioneer Northbeam has introduced Northbeam Incrementality, a fully automated product designed to help marketers streamline their incrementality testing for more efficient, accurate, and consistent results. The new product is an answer to one of the biggest conundrums facing digital advertisers today, which involves how they can scale up their incrementality testing and turn it into a continuous effort rather than a one-time test. Although there is no doubt that incrementality is considered the most reliable means of measuring the effectiveness of spending on marketing initiatives, implementing this approach can be a challenge for many marketing professionals. Incrementality testing usually requires significant manual labor along with cooperation from several parties. This fragmented approach can slow decision-making and increase the risk of failed or underpowered tests. Northbeam’s new solution is designed to solve these limitations by automating the incrementality workflow end-to-end.

Also Read: Domo Introduces Domo MMM, an AI-Driven Marketing Mix Modeling Solution for Real-Time Budget Accountability

The platform integrates incrementality testing directly into a unified measurement framework alongside multi-touch attribution (MTA) and media mix modeling (MMM+), creating what the company calls a measurement trifecta. This closed-loop system enables marketers to align short-term optimization with long-term planning and real-world performance outcomes. “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.” Unlike traditional macro-level testing approaches, Northbeam Incrementality uses granular first-party data from its MTA infrastructure to design experiments tailored to each business.

The platform factors in variables such as:

• conversion lag
• customer behavior
• purchase patterns
• spend fluctuations
• business-specific acquisition signals

This approach helps create better-balanced test and control groups while reducing bias and improving experimental accuracy. By directly connecting attribution data with experimentation workflows, every test is built to provide more meaningful insight into how advertising spend contributes to customer acquisition and revenue growth. Another key differentiator is the platform’s real-time experiment monitoring capability. Northbeam Incrementality continuously tracks experiments as they run, automatically detecting issues such as spend anomalies, channel disruptions, or external variables that may compromise results. The system proactively corrects these issues to help ensure tests remain statistically reliable and actionable. Instead of delivering static reports after the fact, the platform surfaces clear, actionable insights directly within the measurement environment. Results are automatically fed back into Northbeam’s unified system, allowing MTA, MMM+, and incrementality data to work together in one shared framework. This connected approach helps marketing teams move from fragmented reporting to a single source of truth for advertising performance. Early users are already seeing value from the platform. Carpe, a personal care brand specializing in dermatologist-recommended antiperspirant products, participated in Northbeam’s beta program. "The level of detail and precision in the incrementality test really stood out. It’s rare to see analytics done this well,” said Justin Cruz, Carpe’s Vice President of Growth. “Beyond validating our assumptions, it gave us clear, actionable insights to optimize spend and make more confident decisions moving forward." In launching their solution, Northbeam has shifted from the approach that treats incremental measurement as an occasional experiment to one where it becomes a consistent part of how the business works. In B2B marketing circles, this move signifies a key milestone towards faster decision-making, confidence in allocating budget, and revenue growth and profit optimization.