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Mobile Dev Memo Podcast
Season 5, Episode 5: The measurement myth
Jan 29, 2025
Dive into the complexities of advertising measurement, where the famous quote about wasted ad spend sets the stage for a discussion on inherent uncertainties. Discover the measurement myth that challenges the notion of needing absolute precision. Explore advanced advertising attribution methodologies and the impact of privacy regulations on strategies. Learn how shifts in the digital landscape, like the decline of third-party cookies, prompt a rethink in marketing measurement, urging a move towards innovative and flexible approaches.
32:31
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Quick takeaways
- The measurement myth in advertising reveals that absolute precision is unattainable, encouraging a shift toward probabilistic and holistic measurement approaches.
- To improve campaign effectiveness, marketers are adopting methodologies like incrementality testing and randomized control trials to better assess advertising impact.
Deep dives
The Burden of Advertising Measurement
The principle challenge in advertising measurement lies in determining the effectiveness of campaigns amidst inherent uncertainties. The oft-cited quote from John Wanamaker, which states that half of advertising spend is wasted but leaves the question of which half unanswered, encapsulates this dilemma. This quote is frequently misinterpreted to suggest that digital advertising is a fraudulent venture, underscoring the misunderstanding surrounding Wanamaker's contributions as a pioneering businessman, who acknowledged the ambiguity of advertising even as he successfully navigated early marketing strategies. The interpretation of his quote as a commentary on deficiencies in digital marketing underscores a fundamental misunderstanding of the complexities involved in measuring advertising efficacy.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode