INCRMNTAL Introduces AURORA, Built on Incrementality Data
AURORA takes a different approach: it runs on INCRMNTAL's continuous, privacy-first incrementality engine, which uses causal AI to measure true impact across every channel, geo, and platform.
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INCRMNTAL, the always-on incrementality measurement platform, today announced the BETA launch of AURORA, the conversational AI analyst built natively on causal incrementality data.
AURORA gives marketers instant answers to the questions that actually move the business: where to scale, where to cut, and what’s truly driving growth.
While the marketing technology space has filled with “AI assistants” and “agentic copilots” over the past 12 months, most only provide support data.
AURORA takes a different approach: it runs on INCRMNTAL’s continuous, privacy-first incrementality engine, which uses causal AI to measure true impact across every channel, geo, and platform.
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Turning Incrementality Data Into Decisions
Marketers can ask AURORA questions in natural language and receive actionable recommendations in seconds, including:
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- “How can I grow my iOS revenues in the US?”
- “I need to scale ad spend by $1M without raising my CPA. Where should it go?”
- “Which channels are cannibalizing each other?”
- “Should we keep investing in Brand?”
- “If I need to cut spend by 50%, what should I reduce first — and why?”
AURORA analyses incrementality data, applies marginal cost modelling, and returns recommendations with clear data-based reasoning.
In beta testing, AURORA surfaced budget reallocation opportunities, delivering up to 290x improvement in marginal efficiency, by identifying spend trapped in low-incrementality channels.
Maor Sadra, CEO and Co-Founder, INCRMNTAL, said, “Every martech vendor on the planet is shipping an ‘AI assistant’ right now, and most of them are GPT wrappers strapped to a dashboard.”
“We didn’t want to add to that pile. AURORA only works because of what’s underneath it; causal AI, always-on incrementality, and real marginal analysis. AURORA won’t suggest brands scale if that’s not the right approach. It will consider marginal results, diminishing returns, and every individual client’s own limitations. We built AURORA to be the analyst marketers actually deserve.”
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Shad Alter, Head of Programmatic, eToro, said, “Programmatic moves fast, and the questions move faster – where to scale, where to cut, where the next dollar earns the highest incremental return?”
“Having a conversational interface sitting on top of real causal measurement changes how we operate. Instead of waiting on a report or building another dashboard, I can ask a direct question and get a direct answer backed by incrementality data. That’s a meaningful step forward for how performance teams work day-to-day.”
AURORA entered BETA in May 2026 for select INCRMNTAL clients, with general availability planned later this year.
