Synthetic Ground Truth
If Coca Cola cut their $4bn marketing spend to $0. Would their sales also go down to 0 ?
Ground truth experiments to measure incrementality are BS.
We wrote about our research and model development in this eBook
Creating a Synthetic Ground Truth to Measure Marketing Performance
(When the ground isn't flat)
Ground truth experiments to measure incrementality are BS.
We wrote about our research and model development in this eBook
Creating a Synthetic Ground Truth to Measure Marketing Performance
(When the ground isn't flat)
Advancing Marketing Measurement
Digital Advertising grew from $0 to $400,000,000,000 in less than 25 years.
Advertising went from Print, to Banners, to Popups, to Email, to Social, to Video, to Playable Ads, to Cross Platform Experiences.
Measurement, on the other hand, has barely changed.
This is why we decided it’s time to advance, time to evolve.
It's Evolution, Baby!
Advertising went from Print, to Banners, to Popups, to Email, to Social, to Video, to Playable Ads, to Cross Platform Experiences.
Measurement, on the other hand, has barely changed.
This is why we decided it’s time to advance, time to evolve.
It's Evolution, Baby!
Continuous Incrementality Measurement
Why Incrementality Now?
Background to tracking, attribution, and changes in regulations around privacy made by Apple and Google.
Old School Incrementality Testing:
Randomized control group, surveys and panels, blackout and partial blackouts.
Continuous Incrementality:
What methods can marketers use to understand the value of their marketing spend without being forced to stop advertising.
Background to tracking, attribution, and changes in regulations around privacy made by Apple and Google.
Old School Incrementality Testing:
Randomized control group, surveys and panels, blackout and partial blackouts.
Continuous Incrementality:
What methods can marketers use to understand the value of their marketing spend without being forced to stop advertising.
Measurement In A Post Identifier World
Go through the History of Identifiers:
UDID, IMEI, AdTruth ID, Mac Address, Android ID, IDFA. Identifiers changed through the short history.
IDs Fueled the App Economy:
When the fuel runs out, everything is impacted. Device Graph, retargeting, tracking & attribution
POST ID Measurement:
Learn about how measurement looks like with no user level tracking available. Learn about Media Mix Modeling, Incrementality testing
UDID, IMEI, AdTruth ID, Mac Address, Android ID, IDFA. Identifiers changed through the short history.
IDs Fueled the App Economy:
When the fuel runs out, everything is impacted. Device Graph, retargeting, tracking & attribution
POST ID Measurement:
Learn about how measurement looks like with no user level tracking available. Learn about Media Mix Modeling, Incrementality testing
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