Incrementality

Value Book

What created real customer and commercial value?

Illustrative simulationSynthetic Umoja Mobile dataNo partnership impliedUpdated 2 min ago

Observed revenue is not incremental revenue

KES 12m

Observed

KES 9.5m

Baseline

−2.5m

Incremental

−0.6m

Incentive

−0.25m

Channels

−0.1m

AI cost

KES 1.55m

Margin

Period · Jul 2026Source · Completed simulated experimentConfidence · 87%

Treatment16,578 assignedExposure 92% · completed

Holdout1,842 assignedContamination 0.7% · acceptable