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Always Be Testing
#17 Ad Measurement Veteran, Andrew Covato, Founder of Growth by Science and formerly at Google, eBay, Facebook, Snapchat, and Netflix
Nov 21, 2023
Ad Measurement Veteran, Andrew Covato, shares insights on challenges in ad measurement and ROI measurement. They discuss the importance of incremental ROI and smart measurement choices, as well as the influence of Netflix's culture on their work approach. They also highlight the value of soliciting dissent and having a growth mindset in scientific research.
30:23
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Quick takeaways
- Proper incrementality testing is crucial in growth marketing to understand the true ROI and move away from post-exposure optimization.
- Conversion optimized ad delivery is not effective in measuring true incremental results, and marketers should explore alternative approaches.
Deep dives
The Importance of Incrementality Testing
The podcast episode discusses the significance of incrementality testing in the field of growth marketing. It emphasizes the need to move away from post-exposure optimization and measurement and focus on understanding the incremental return on investment (ROI) that marketing efforts bring. The speaker suggests that many marketers are still not conducting proper incrementality tests and are not fully embracing a culture of testing. The episode highlights the importance of selecting the right tools and methodologies, such as geo holdouts, to accurately measure and optimize marketing campaigns.
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