As you can see in the screenshot, in this case the incrementality that’s shown in the total/ average bar is higher than the Incrementalities that are underneath that average row. At first, this mind sounds weird, but this actually makes a lot of sense.

The reason for this is because the incrementality shown in the average row is not the average. In fact, it’s the incrementality of the parent source. Therefore the Incrementality in the average row can be higher. This occurs when the children of the parent source (average row) work together.

Showing the total/average of the incrementality is not possible because the sources can work together. That’s also why Odyssey doesn't show an incrementality in the total/average row on this highest level. Because there the total would be 100%.

Did this answer your question?