The real risk isn’t in running robust tests; it’s in wasting money or cutting high-performing channels based on misleading conclusions from bad measurement.
Randomized controlled trials are the best source of evidence of cause-and-effect relationships, including advertising’s impact on sales. Imagine the potential for conducting geo experiments using ZIP codes instead of DMAs.
Half of the $200 billiion ad market pie is funded by mid-market and long-tail advertisers that keep the global ad engine running. But despite representing such a massive chunk of the marketplace, mid-market advertisers face many constraints with few tools to answer the most basic existential questions in advertising, writes Marilois Snowman, CEO & Founder of Mediastruction.
