#199: Media Measurement Revisited: Matched Markets, Media Mix, and More with John Wallace
The Analytics Power Hour
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Measurement and Experimentation Budgets
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.
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