Your marketing platform grades its own homework.
Attribution tells you what correlated with revenue. It cannot tell you what caused it. SIVV enforces scientific control groups that are randomised before any campaign runs, so you measure what actually happened, not what your marketing platform claims credit for.
Connect SIVV to the platforms you already use.
SIVV's integration framework is extensive. If your platform isn't listed, we've most likely built a connector for it before — or can. Many of our enterprise clients run custom or legacy systems that require bespoke integration work.
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the problem
Attribution inflates every number you're optimising against.
Marketing platforms don't measure what they caused. They measure what correlated, then claim credit. A customer who received your email and purchased two days later counts as campaign revenue, even if they were already in-market and would have bought regardless.
The result: campaigns that look excellent in reporting are often generating a fraction of their claimed revenue in real incremental terms. When you optimise against inflated numbers, you over-invest in campaigns that look effective and under-invest in the ones that actually work.
ILLUSTRATIVE CLIENT DATA 500K Audience
7 Day AtTRIBUTION WINDOW
$920,000
Attributed revenue
What your marketing platform reported
SIVV INCREMENTAL MEASUREMENT
TRUE INCREMENTAL LIFT
$270,000
Revenue caused by the campaign
WOULD HAVE HAPPENED ANYWAY
$650,000
Organic behaviour - incorrectly credited to the campaign
60-80% of attributed campaign revenue would have occurred without the campaign.
The range varies by segment — your highest-value customers, who buy frequently anyway, show the worst inflation of all.
CLAIMED VS. INCREMENTAL
ILLUSTRATIVE CLIENT DATA
Attruibuted (claimed)
True incremental lift
What sivv does
Attribution and incremental measurement answer different questions.
These are not two methods for measuring the same thing. Attribution measurement allocates revenue to whatever campaigns are in market. Incremental measurement determines which campaigns actually performed. Only one of these approaches tells you whether your marketing investment was worth it.
Last-touch attribution
Multi-touch attribution
Incremental measurement
How it measures revenue
Revenue allocated to last touchpoint before purchase
Revenue allocated to multiple touchpoints before purchase
Revenue based on incremental activity generated by the campaign
Accounts for organic behaviour
No — all revenue in an arbitrarily defined window is claimed by last campaign
No — all revenue in an arbitrarily defined window is claimed by multiple campaigns
Yes — control groups used to establish baseline performance
Double-counting behaviour
Severe — last campaign claims credit
Partial — multiple campaigns claim credit
None — only incremental performance reported
Can prove campaign caused result
No — correlation only
No — correlation only
Yes — scientifc control group methodology enforced
Reconciles to P&L
Rarely — claimed revenue exceeds actual revenue
Rarely — claimed revenue exceeds actual revenue
Yes — incremental revenue is observed in P&L
Identifies wasted spend
No — all spend looks productive
Partially — by channel only
Yes — shows campaigns that drove zero lift
The science
How SIVV measures what actually happened.
The control group methodology is the gold standard for proving causation and has been used in clinical trials and economics research for decades. SIVV applies it automatically to every campaign, before any execution platform is involved.
Identify the audience
SIVV surfaces the full target audience based on lifecycle stage, behaviour, and campaign relevance before any execution decisions are made.
Enforce the control group
SIVV randomly assigns a statistically sized control group before the audience reaches your marketing platform. No selection bias. No human override.
Run the campaign
The target group receives the campaign through your existing marketing platform. The control group is withheld entirely and their behaviour becomes the true baseline.
Measure the difference
Revenue, conversion rate and basket size are tracked across both groups. The gap between target and control is the true incremental impact of the campaign.
What changes
When measurement is honest, budget allocation becomes obvious.
Once every campaign has a true incremental result, the budget conversation changes. You're no longer debating revenue attribution. You're comparing campaigns on the one number that actually matters.
BEFORE AND AFTER INCREMENTALITY MEASUREMENT
illustrative budget reallocation
After reallocated by true incremetal lift
Repeat purchase
VIP campaigns
Recovery
Ready to see your campaigns' real impact?
Talk to our team about your customers, your challenges, and whether there's something worth exploring together.
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