#199: Media Measurement Revisited: Matched Markets, Media Mix, and More with John Wallace
The Analytics Power Hour
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The Output That We're Getting From an M M M and an Experiment
The output that we get from an m m m or an experiment. Well, it is very different to the output that we gets from like, m t a reporting. In my mind, the output looks different. And so we don't ignore incrementality at every spen level. If you run an unline conversion lift test and facebook, and you're spending a thousand dollars a day, you're going to get incmentality for that spen level if you triple your spen levels. That's how these two fit together well. But ike nt this is not sufficient for most marketing departments who are used to traditional analytics. They need to be able to go on diminishing returns
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