We're most frequently measuring campaigns that are already in production, and they're actually baked into the marketers forecast. You do need to have money to cover the tooling, but you don't need a per set experimentation budget. It's typically testing on medium that's already alive, or it alray production. And it's the job of the experiment designed to minimize any opportunity cost,. So we're not forcing people to buy p s a ads, for example.
Multi-touch attribution, media mix modeling, matched market testing. Are these the three Ms of marketing measurement (Egad! The alliteration continues!)? Seriously. What's with all the Ms here? Has anyone ever used experimentation to build a diminishing return curve for the impact of a media measurement technique based on how far along in the alphabet the letter of that technique is? Is "M" optimal?! Trust us. You will look back on this description after listening to this episode with John Wallace from LiftLab and find it… at least mildly amusing. For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the show page.