Mike Taylor - Marketing Measurement Systems in Practice - An all-purpose guide & overview S3 Ep25 (part 6 of 6)
Champagne Strategy
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How to Track Facebook Ads With Incrementality Tests
A lot of people will go on anecdotes. But then there's sometimes, can we prove that happened mathematically? Or is it just a hunch? And I think this is where a lot of people maybe fall over with these incrementality tests or suppression tests. So pre iOS 14, Facebook hadn't tooled that would let you do this. There are statistical packages out there like Google has one and Facebook has one to help you kind of work out the numbers. Then there are things like geo tests - for example, they will choose different geo locations and switch them off from advertising. This is where you like need a data scientist,. You can do synthetic, synthetic controls because I was like
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