Stop paying for conversions you already own

Incrementality testing measures what your marketing actually causes, not what it takes credit for. We design, run, and analyse structured lift tests that separate real growth from attribution noise.

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The Problem

Your marketing reports measure correlation, not causation

Platform reported metrics tell you what happened alongside your ads. Incrementality tells you what happened because of them. That distinction is where millions in budget go to waste.

Attribution Mirrors, Not Windows

Last-click, multi-touch, data-driven — every attribution model is still measuring correlation. They tell you who saw an ad before buying, not whether the ad caused the purchase.

Invisible Waste at Scale

Without lift tests, you routinely over invest in high attribution, low incrementality campaigns. You're scaling spend on customers who would have converted anyway.

Ad-Hoc Tests, Unreliable Results

Most teams run short, informal tests judged by platform metrics. "Winners" are often noise or attribution artefacts. Without proper control groups, you can't trust the readout.

Platform Grading Themselves

Letting ad platforms grade their own homework is a conflict of interest. Every platform is incentivised to claim credit for as many conversions as possible. You need independent measurement.

How Valda Uses Incrementality

Structured experiments that prove what works

Dema provides the infrastructure. We design the tests, interpret the results, and turn them into budget decisions.

Optimal budget allocation

See exactly where your next pound of spend delivers the highest incremental return. No guesswork, no channel bias — just data-backed recommendations optimised against your true contribution margin

Recommendations tailored to your products, customers, and unit economics
Scenario planning: simulate budget shifts before spending a penny
Always updated for real-time allocation decisions
Optimise for contribution margin, not vanity ROAS

See where your spend stops working

Visualise diminishing returns for every channel. Dema integrates your unit economics with saturation curve insights so you can see the exact point where scaling stops being profitable and stop spending past it.

Shift from intuition-driven to data-driven budgeting
Visualise ad spend saturation curves per channel
Avoid overspending on channels with diminishing return
Informed by your actual unit economics, not platform ROAS

Seasonal intelligence, year-round profit

Your media mix shouldn't be static. Our MMM model continuously integrates seasonality, automatically refining channel recommendations to ensure budgets are optimised across seasons for peak profitability.

Automatically adjusts for seasonal demand variations
Identifies optimal timing for campaign launches
Channel-specific recommendations based on seasonal performance
Align spend with business cycles, not calendar assumptions

Calibrated by incrementality testing

An MMM is only as good as its validation. We run structured geo holdout and budget step tests to calibrate the model against real-world uplift creating a continuous test-and-learn loop that gets smarter every cycle.