Andrew has over fifteen years of Ad and MarTech experience at eBay, Google, Meta, Netflix, Snap, and fintech startups. He has tackled hard challenges in product, strategy, growth, go-to-market, and partnerships across many verticals and geographies. He is highly strategic, and has experience building and applying buy- and sell-side ad technology at scale. He has been advising companies from start-ups to Fortune 500 enterprises since 2012.
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We talk about:
- Varying measurement methods and when to lean in on one or two of them
- How the most sophisticated advertisers use a persistent hold out
- The best way to approach media that has to run nationally
- The differences between measuring advertising and channel effectiveness and optimization impact
- The variables needed to structure effective measurement methods
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Where to find Andrew:
Andrew's LinkedIn Profile: https://www.linkedin.com/in/andrewcovato/
Growth by Science: https://www.growthbyscience.com/
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We reference:
https://www.measured.com/blog/geo-testing-series-test-design/
https://www.measured.com/blog/geo-testing-series-part-2-test-management/
https://www.measured.com/blog/geo-testing-series-part-3-analytics-and-reporting/
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Where to find Patrick:
Patrick's LinkedIn Profile: https://www.linkedin.com/in/pcmoran/
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(2:07) History of advertising and contextualizing the ideal measurement stack
(7:40) Options for measurement - Geo testing, using media mix models, time series analysis, and newer versions of multi-touch attribution
(12:55) Using a measurement tax effectively to value advertising and the consequences of using attribution
(15:16) The most effective ways to impact advertising using creatives, reach, and frequency and not playing around with bidding
(16:50) Using upper funnel metrics to inform optimization approaches
(18:54) Situations where attribution is applicable
(21:46) Budget approach required to run these tests and committing to the process to detect signal
(25:44) Approaching marketing level impact first and then measuring channel impact
(30:26) Using a constant holdout, when it works and when it doesn't work
(33:39) Simplicity and specificity when setting this up
(37:28) The three main variables on structuring a persistent hold out
(39:39) Measuring brand advertising
(45:41) Perspective on using varying look back periods
(47:56) Where to find Andrew!
