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12min chapter
#17 Ad Measurement Veteran, Andrew Covato, Founder of Growth by Science and formerly at Google, eBay, Facebook, Snapchat, and Netflix
Always Be Testing
Ad Measurement and Incrementality Testing
They discuss the challenges brands face in ad measurement and visibility, emphasizing the importance of incremental ROI and smart measurement choices. They also highlight common mistakes in incrementality testing and ROI measurement, stressing the need for a culture of testing and leadership buy-in. The chapter touches on the Netflix experience and their test-heavy culture, providing recommendations for great creative, targeting, and optimization strategies.
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