INCRMNTAL is a tech startup operating in the digital marketing space. The company has developed a platform that measures the effectiveness of marketing activities across all channels. The platform works by treating each marketing adjustment as a micro-experiment, allowing businesses to measure the impact of any marketing activity or real-world event on their key performance indicators (KPIs). This method enables businesses to measure incremental changes without interrupting campaigns or channels.

The platform uses causal data science and anomaly detection to identify changes in marketing strategies. It then measures this aggregated data against the company's marketing KPIs to determine the effectiveness of each campaign. This approach eliminates the need for user-level data, which is becoming increasingly difficult to obtain due to privacy concerns. Instead, the platform uses shared KPIs and aggregated data to run micro-experiments and generate insights.

INCRMNTAL's platform is designed for a privacy-first world, requiring no user-level data to unlock value. It allows for cross-platform marketing measurements for all channels and campaigns, down to the level of bid changes. The platform is easy to use, requiring no coding or software development kit (SDK). It uses conversational AI to measure and create actionable insights, helping businesses get the most value out of their marketing spend.

The company's business model is likely based on a subscription or usage-based fee, providing continuous measurement without the need for pausing campaigns or conducting separate experiments. INCRMNTAL serves clients in the digital marketing space, including advertisers who want to optimize their marketing spend and strategy.

Keywords: Digital Marketing, Measurement Platform, Micro-Experiments, Causal Data Science, Anomaly Detection, Privacy-First, Cross-Platform Marketing, Conversational AI, Continuous Measurement, Marketing Optimization.