How to Create a TURF Incrementality Plot

This article describes how to create an Incrementality Plot from TURF (Total Unduplicated Reach and Frequency) analysis outputs.

The article describes how to go from multiple TURF Analysis Outputs...

...and present the data as an Incrementality Plot like the one below.

Requirements

At least two TURF Outputs (See: How to Run a TURF Analysis).
All alternatives included in each portfolio also need to be included in all larger portfolios (e.g., all alternatives in a portfolio of three will also be included in a portfolio of five). You can modify the object inspector > Data > Constraints > Must Include field to ensure the top portfolio of each turf includes all the brands from the preceding-sized turf.
For the incrementality plot, it will only work if each TURF output used in it has the same brands as the preceding TURF output.
The results of TURF analyses will be shown in order (smallest first).

From the Report Tree, select + > Advanced Analysis > TURF > Incrementality Plot.
In the Object Inspector , go to the Data tab.
From the TURFs drop-down list, select the TURF outputs ordered by portfolio size, with the TURF with the smallest portfolio selected first, followed by the TURF with one more alternative second, etc.
OPTIONAL: To change the appearance of the plot, go to the Chart tab in the object inspector, where you can change Color, Font, Data Labels, X-Axis, and Y-Axis settings.

Chart > Color > Increment - The color of incremental contributions.

Chart > Color > Connector - The color of connectors joining the incremental contributions.

Chart > Color > Total - The color of the total column.

Chart > Font - Global settings for the font family, color, and size.

Chart > Data Labels - Settings for the font family, color, and size of the data labels.

Chart > Categories (X) Axis - Settings for the font family, color, and size of the horizontal axis.

Chart > Values (Y) Axis - Settings for the font family, color, and size of the vertical axis.

Uses plotly.