Smartly Moves to Acquire INCRMNTAL to Strengthen Real-Time Marketing Intelligence

Smartly has declared its decision to purchase INCRMNTAL as a part of a strategy to focus on real-time marketing measurement and optimization using AI globally. INCRMNTAL is an expert in incrementality measurement assisting marketers in figuring out the actual effects of their campaigns without depending on user-level tracking or conventional attribution models. With the addition of this feature, Smartly is looking to give brands the power to directly tie campaign performance data to actions in media, creative, and channels. This purchase is also an indicator of a bigger change in the industry as marketers are looking for more precise, privacy-friendly, and real-time performance data while consumer journeys change and signal loss occurs.

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INCRMNTALs always-on approach is based on the idea of analyzing the natural campaign fluctuations instead of controlled experiments as required by the conventional approach. This enables marketers to make faster, data-driven decisions. Smartly intends to incorporate these insights in its platform to automatically control budget allocation, adjust creative performance and devise cross-channel strategies. Besides, this step also supports Smartlys positioning as a single platform that integrates creative production, media activation, and intelligence. As AI is changing the advertising landscape and measurement is becoming more predictive, this acquisition points to the increasing role of incrementality a main metric that complements traditional methods such as marketing mix modeling and multi-touch attribution while at the same time allowing marketing to be more agile and outcome-driven.

Read Complete Post: Smartly Signs Letter of Intent to Acquire INCRMNTAL