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!