PYXIS Incrementality
Identify what actually drives traffic and sales
Traditional attribution shows which channels receive credit for conversions.
Incrementality tells you who creates the impact.
PYXIS Incrementality is a holistic measurement of the true incremental sales impact of your digital activities across every platform and the entire customer journey.
By combining machine learning, hierarchical modelling and cross-platform data, organisations gain a more accurate understanding of marketing effectiveness.
PYXIS Incrementality is part of the PYXIS Performance Suite and typically builds on structured data from PYXIS Connect, but can also integrate with an organisation's existing data infrastructure.
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Key challenges PYXIS Incrementality helps solve
Organisations today rely heavily on traditional platform attribution models. However, these models often provide an incomplete picture of marketing performance.
In an era of declining cookie-based tracking and fragmented data, understanding what actually drives business growth has become increasingly difficult.
PYXIS Incrementality is designed to address three common challenges:
Cross-platform measurement
Comparing results across platforms is increasingly challenging due to incomplete data and inconsistent attribution methodologies.
PYXIS Incrementality provides a unified modelling framework that enables consistent evaluation of impact and performance across platforms.
Increasing "direct" traffic despite higher media investment
Many organisations experience a paradox where direct traffic appears to increase while media-attributed traffic declines – even as marketing investments grow. This challenge has accelerated due to changes in tracking technologies, reduction in cookie-based measurements and a general consumer demand for privacy.
PYXIS Incrementality captures both direct and indirect effects, helping organisations understand how media activities influence traffic, conversions and overall business outcomes.
Full-funnel visibility
Traditional attribution models tend to overestimate activities close to conversion while underestimating the impact of earlier touchpoints.
PYXIS Incrementality quantifies both upper-, mid- and lower-funnel effects to provide a more complete view of marketing performance.
What is PYXIS Incrementality?
PYXIS Incrementality provides a holistic measurement of the incremental impact of digital marketing activities.
Using advanced modelling techniques, PYXIS Incrementality identifies how different marketing activities contribute to traffic, conversions and sales.
The models incorporate a wide range of data sources, including
By modelling both direct and indirect effects, organisations gain a clearer view of how marketing activities interact across channels.
How the modelling works
PYXIS Incrementality models are built using hierarchical machine learning frameworks. These models analyse the relationship between marketing activities and key performance indicators (KPIs) such as sessions, conversions and revenue.
The modelling approach allows organisations to identify:
Direct media effects
Measure the immediate impact of each channel
Indirect effects across channels
Capture how channels amplify each other
Brand and seasonal influences
Account for organic demand and cyclicality
External market factors
Control for competitor and macro shifts
The models are implemented using Python and cloud infrastructure, ensuring transparency and analytical robustness.
From attribution to real marketing impact
Traditional attribution models often underestimate the impact of upper-funnel activities. PYXIS Incrementality identifies how different channels influence each other and how exposure effects drive downstream conversions.
For example, upper-funnel activities such as video or social media may increase search demand and conversion volume. The models quantify these relationships, enabling organisations to understand how different channels contribute to overall marketing performance.
In practical applications, PYXIS Incrementality has demonstrated that traditional attribution models often underestimate media impact significantly.
Attribution view
Incrementality view
Example: Identifying hidden media impact
In an incrementality analysis, PYXIS Incrementality revealed that traditional attribution models significantly underestimated the impact of marketing activities.
Traditional attribution
35,185
events attributed to media activities
PYXIS Incrementality
58,430
measured incremental impact
This represents a
+66%higher documented media impact
Business value of PYXIS Incrementality
Organisations using PYXIS Incrementality gain a clearer understanding of how marketing investments drive results.
Improved media budget allocation
Invest in the activities that generate the greatest incremental impact.
Higher effectiveness of marketing investments
Identify which channels and formats drive the strongest performance.
Shorter path from testing to insight
Quickly identify optimisation opportunities.
Holistic media planning
Understand how upper-funnel activities influence downstream digital KPIs.
Better allocation across owned and paid channels
Understand how CRM, apps and other owned channels influence performance.
Transparent and robust modelling
PYXIS Incrementality follows best practices for statistical modelling and analytical governance. All models are fully transparent and designed to ensure reliable insights.
The modelling framework includes:
This ensures that insights remain robust and actionable over time.
Technical Integrity: No Black Boxes
We believe in full transparency. Our methodology is based on rigorous statistical governance and a "No Black Box" approach:
Advanced Machine Learning
We utilise a hierarchical model setup executed in Python and Microsoft Fabric.
Bayesian Optimisation
Our models undergo automated hyperparameter tuning and N-fold cross-validation to ensure maximum predictive accuracy.
External Feature Integration
We isolate pure media effects by controlling for seasonality, macroeconomics, and competitor trends.
Part of the PYXIS Performance Suite
PYXIS Incrementality is part of the PYXIS Performance Suite, which helps organisations move from fragmented data to structured insights and data-driven decisions.
Understand what actually drives your marketing performance
PYXIS Incrementality provides organisations with a transparent and robust measurement of marketing effectiveness across platforms.
If you want to move beyond attribution and understand the true drivers of marketing performance, we would be happy to explore how PYXIS Incrementality can support your organisation.
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FAQ: PYXIS Incrementality
Unlock your true marketing ROI
PYXIS Incrementality provides the evidence needed to invest where it actually matters, often documenting a significantly higher media effect than traditional tracking systems.
Let's Start a Conversation
Have a question or want to discuss how we can help your business? We'd love to hear from you.