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Igor Skokan

OPINION: Data-Driven Thinking

From Theory To Practice: How Organizations Can Embrace Experimentation In Marketing Measurement

By Julian Runge, Assistant Professor of Marketing, Northwestern University & Igor Skokan, Global Marketing Science Director, Meta// February 18th, 2025

Experimentation has been proven to offer unrivaled insights into marketing effectiveness, but it remains underused. But what can organizations do to successfully integrate experimentation into their measurement frameworks?
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OPINION: Data-Driven Thinking

The Uncomfortable Truth About Advertising Effectiveness: Why Marketers Avoid True Experimentation

By Bill Grosso, CEO, Game Data Pros & Julian Runge, Assistant Professor of Marketing, Northwestern University// February 13th, 2025

Understanding advertising effectiveness is the cornerstone of successful marketing, yet marketers often shy away from the most reliable tools for the job.
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