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

Frequency of Running Tests for Marketing Efficacy

This chapter discusses the importance of having a regular cadence of performing tests to continuously improve marketing efficacy. It explores the size and operationalization of holdouts, as well as key variables to consider when measuring a company's marketing program.

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