Finding Market Fit: Marketing Leaders in Tech cover image

Measurement capabilities of world class advertisers, incrementality testing, media mix models, and when to use attribution | Andrew Covato (Growth by Science, Snap, Netflix)

Finding Market Fit: Marketing Leaders in Tech

CHAPTER

Evolution of Measurement Capabilities in Advertising

This chapter provides an overview of the measurement capabilities of world class advertisers and the evolution of measurement methodologies over time. It explores the use of media mix modeling, direct mail, A/B testing, digital advertising platforms, and more. The chapter also discusses the challenges faced due to privacy changes and offers alternative measurement options.

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