Advertising Incrementality Measurement using Controlled Geo ...
The paper examines non-experimental advertising measurement methods, comparing their effectiveness against randomized controlled trials, highlighting significant inaccuracies in estimating causal ad effects despite rich user-level data.
Linkby A/B testing and real-time optimization of offers, themes, and budget allocation.
Sunil Gupta • Driving Digital Strategy: A Guide to Reimagining Your Business
The company recently rolled out an expensive behavior-targeting system, which brought no significant lift in outcomes—online or offline.
Avinash Kaushik • Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity
programmatic media buying, real-time marketing, data mining, geotargeting, and retargeting
Sunil Gupta • Driving Digital Strategy: A Guide to Reimagining Your Business
a management system that uses real-time analysis and mathematical models to help marketers decide how to allocate their online advertising media spend across search, display, and social to maximize return on investment (ROI).
Ray Velez • Converge: Transforming Business at the Intersection of Marketing and Technology
Is algorithmic experimentation the future of Growth? In which cases and scale is algorithmic experimentation applicable?