Why Aryma Delta?
- What if you could sense incrementality qualitatively, continuously, and without running a single experiment?
- What if you could detect whether your campaigns are truly moving the needle from the moment they launch, instead of waiting until they end?
- That’s exactly what Aryma Delta does.
- Aryma Delta applies Information-Theoretic methods - including Transfer Entropy, KL Divergence, Copulas, and Information Loss - to uncover how much information your marketing campaigns contain about real business outcomes such as sales, subscriptions, and customer acquisitions.
- Unlike simple correlation, these measures reveal how much of the movement in your KPI is actually explained by your marketing activity - offering a continuous qualitative read on incrementality.
Why Aryma Delta is a game changer?
Continuously get an understanding of how incremental your campaigns or marketing spends right from the start.
Overlay campaign details and spend details to verify if the incrementality reported is accurate or not.
Works with both MMM derived contribution numbers as well as raw spend numbers
Get early insights on the efficacy of your marketing spends.
Save time and money
How Does Aryma Delta Work?
- Aryma Delta leverages a patent-pending approach grounded in information theory techniques such as Transfer Entropy, KL Divergence, Copulas, and Information Loss - to measure how much information your marketing spends or campaigns contain about key outcomes (sales, subscriptions, acquisitions, etc.).
- The information delta, the change in information content over time - reveals when marketing is truly resonating. Our research shows that strong creatives or effective medium choices lead to a sharp increase in information content about outcome changes.
- Aryma Delta also performs a pre-period vs. post-period comparison of information loss, highlighting whether the marketing signal strengthens or fades over time - an early indicator of campaign or media fatigue.
- While Aryma Delta qualitatively measures and reports incrementality, for quantitative estimation we recommend running causal tests such as Difference-in-Differences (DiD), Interrupted Time Series Analysis (ITSA) or Geo hold out tests.
Who is it for?
Aryma Delta is for all Marketers – Brand and Performance Marketers
For clients lacking the time and money to run incrementality experiments
Possible Use Cases
Continuous Incrementality Detection
See whether your media spend is truly moving the needle — in real time.
- Continuous incrementality signals
- Detect impact during live campaigns
- Scale what works, pause what doesn’t
Experiment-Free Incrementality Insights
Get qualitative lift signals even without geo-tests or control groups.
- No experiments needed
- Uses information-theoretic measures
- Fast signal-based effectiveness detection
Creative Fatigue Identification
Know early if campaigns have weakened — avoid wasted budget.
- Early detection of poor campaigns
- Reallocate or optimize quickly
- Saves budget from inefficient spend
Works Alongside MMM & Experiments
A lightweight incrementality layer to support deeper models.
- Complements MMM & causal testing
- Ideal for frequent short campaigns
- Prioritizes where deeper testing is needed
Actionable Insights for Media Teams
Turn data signals into faster, smarter marketing decisions.
- Clear actionable direction
- Helps align marketing & finance
- Ideal for dynamic multi-channel environments
True Channel ROI & Contribution
Know what’s really driving your business.
• See base vs incremental impact
• Compare channel contributions
• Understand true ROI and MROAS across platforms
Saturation & Diminishing Returns
Stop overspending. Scale the right channels.
• Detect saturation points instantly
• Avoid diminishing returns
• Find the efficient spend level for each channel
Scenario Planning & What-If Simulations
Test strategies before spending a rupee.
• Simulate budget shifts
• Forecast performance outcomes
• Compare aggressive vs conservative plans
Unified Marketing + Finance Decisions
Give every team the same source of truth.
• Transparent MMM outputs
• Shared insights for Marketing, Finance & Growth
• Faster, aligned budget decisions
MMM at Scale for Enterprises
One platform for all markets, brands, and channels.
• Multi-brand and multi-market MMM
• Automated data ingestion & refresh
• Enterprise-grade planning at scale
Validate Strategic Shifts
Prove what works at the strategic level.
• Measure impact of media mix changes
• Evaluate new channels or creative strategies
• Quantify ROI of big marketing decisions
Pricing
Standard Plan
$ 99 / month
- Evaluate unlimited number of models.
- Upto 5 seats provided.
- 24/7 support
- Detailed explanation and rationale provided for each metric.
Standard Plan
$ 999 / year
- Evaluate unlimited number of models.
- Upto 5 seats provided.
- 24/7 support
- Detailed explanation and rationale provided for each metric.
