🚀 Unleashing the Power of Incrementality: The All-New Measured Platform

NewPlatformDetail

Mahesh Jeswani, SVP, Product

Published 04/11/2024

In today's dynamic digital marketing landscape, understanding the true impact of your media investments is paramount. With marketers projected to invest over one trillion dollars in paid media this year alone, the need for accurate measurement and optimization has never been more pressing. 

At Measured, we firmly believe that measurement based on incrementality holds the key to unlocking the full potential of your marketing investments. That's why we're thrilled to introduce the all-new Measured Incrementality Platform – a game-changing solution designed to revolutionize the way marketers measure, plan, test, and optimize their full-funnel media portfolios.

Addressing the Measurement Challenge

For too long, marketers have been plagued by the limitations of outdated measurement methodologies. Last-touch attribution, ad-platform reported metrics, and cookie-based tracking have all proven inadequate in providing a comprehensive understanding of advertising effectiveness. As user-level identifiers continue to diminish in reliability due to data privacy regulations, the imperative for a new approach to measurement has become abundantly clear.

Vision Turned Reality 

At Measured, we envisioned a future where marketers could accurately measure the incremental impact of their advertising endeavors. Understanding the crucial role of cohort-based measurement and experimentation in achieving this vision, seven years ago, we embarked on a journey to create a platform that could make it a reality. Now, we're thrilled to announce the launch of our most advanced and powerful platform yet, standing at the forefront of this groundbreaking change.

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Three Groundbreaking Technological Breakthroughs  🎯

Our all-new Measured platform offers three groundbreaking technological breakthroughs that will redefine the way marketers approach measurement and optimization. 

You can watch the full keynote here.

1. Fully Automated Geo-Experimentation

Geo Testing has long been acclaimed as the gold standard for measuring media incrementality. By strategically withholding ad spend from specific geographic markets and observing the resulting changes in sales, marketers can uncover valuable insights into the causal relationship between advertising and business outcomes. However, traditional geo-testing methods have been plagued by inefficiencies and operational challenges.

Our industry-first, fully automated geo-experimentation application addresses these issues head-on. By leveraging cutting-edge data science and machine learning techniques, we've streamlined the test design and deployment process, reducing time to results and operational overhead. With unparalleled precision and industry-leading accuracy, marketers can now run multiple experiments simultaneously, gaining insights into the effectiveness of their media investments like never before.

Automated Test Design:

Great test design is a vital step in any testing program. This phase ensures that we ask the right business questions, minimize noise and contamination, and guarantee conclusive, actionable results. Simultaneously, good design mitigates business risks by minimizing the number of sales lost during the test holdout, thereby exposing the brands to the least possible risk.

Testing methods in the market today require holding back too much media - sometimes up to half the country - just to obtain reliable results. Not only are you putting your brand at unnecessary risk due to lost sales, but it also limits how many tests you can run.

So, we've developed a market selection method that requires less than a 10% holdout of the country. How? By running over 100,000 test simulations to pinpoint the best markets for your test automatically.

What does this mean for marketers like you? It means shorter tests with industry-leading accuracy, deployable on more channels, no contamination, and the ability to run up to 8 or more tests simultaneously. 

test design

Automated Test Deployment:

Historically, the end-to-end process of geo testing, from design to deployment, and precise action on the results across your media portfolio demanded a level of sophistication accessible only to the largest brands with extensive resources.

So, we decided to automate the entire geo-testing process and make it accessible in a simple-to-use interface. Now, any marketer can design and deploy a matched-market experiment in less than one minute!

Here’s how it works: Once you’ve decided on the business question and the channel you want to test, the Measured platform recommends tests with pre-defined designs based on your brand’s specific business conditions. 

All you have to do is select the test, review the info, and schedule it. Once scheduled, Measured automatically deploys the test on the desired date across major media platforms. 

During the test, Measured automatically applies campaign exclusions and provides progress in real time. After the test concludes, results revealing the incremental contribution of media spend are compiled and delivered to your team with clear, actionable recommendations.

2. Triangulated Measurement Methodology

While geo-testing remains our primary methodology for understanding the causal relationship between advertising and business outcomes, it may not suffice for measuring all forms of media in a portfolio. That's why we've developed an all-new Media Mix Modeling (MMM) technique for our already robust methodology. With the addition of MMM, Measured now provides the most comprehensive methodology on the market by combining incrementality testing with media mix modeling to provide comprehensive, full-funnel media portfolio measurement and optimization. 

Media Mix Modeling (MMM) Integrated with Incrementality Testing:

MMM is a statistical technique that compares a media channel’s spend and impressions with its sales variation week to week. The stronger the correlation with sales, the more "credit" the model assigns to correlated channels. However, traditional MMM practices face two major challenges:

  • Firstly, most media channels are correlated with each other on a time-series basis due to seasonal fluctuations or product launches.
  • Secondly, lower funnel channels like brand search and retargeting may see increased exposure driven by demand, regardless of their incremental impact on sales.

At Measured, we address these challenges by integrating incrementality experiment results directly with MMM, ensuring more accurate and trustworthy measurement.

triangulation

Daily Signals Integration from Ad Platforms:

Marketers need measurement at both macro and micro levels to inform long-term strategy and day-to-day decisions. Experimentation and MMM are both top-down, static approaches to measurement and, therefore, only work to a certain level of granularity. That means we also need a bottom-up source of deterministic data that is both granular and dynamic to break channel-level reads down to the atomic level. 

That's why we’ve incorporated daily signals from your brand’s ad platforms directly into this new methodology. Marketers will now get accurate incrementality measurement across all channels, all the way down the campaign and even ad set level.

In short, the Measured Platform will continuously triangulate the best signals available from your experiments, your media mix model, and platform-reported attribution. 

This way, you always have the best possible view of your media performance and clear, actionable insights for making the best budget allocation decisions for your brand. 

Fully-featured, data ingestion infrastructure

Methodology, on its own, is irrelevant without a rock-solid data foundation - for instance, MMM needs at least 2-3 years of data for analysis. But what if you’re a new brand or you have incomplete data for a new channel?  That’s why, from day one, we’ve developed the Measured with a focus on providing brands with a fully managed, robust data infrastructure that solves these challenges.

Our full-featured data ingestion infrastructure automatically brings in all of your essential data from over 300 data sources, including media platforms, sales transaction data, and CRM systems, in near real-time. 

To further eliminate data gaps and scarcity issues, we have built the world’s most extensive library of incrementality test results. We’ve collected over 25,000 experiments that can be leveraged for decision-making while brands are still running their first tests or collecting data for mix modeling.  

3. End-to-End Automated Workflow

Complete, end-to-end automation streamlines the measurement and optimization workflow, allowing marketers to focus their time and resources where they matter most. From data ingestion to actionable insights and media plan optimization, our platform handles every aspect of the process with unparalleled precision and efficiency.

Streamlined Measurement Workflow:

Today's measurement and optimization processes are often fragmented and inefficient. To address this challenge, we've developed a platform that automates the entire workflow, allowing marketers to streamline operations and optimize media performance with precision and ease.

Our platform provides a top-level view of your media portfolio's incremental impact, allowing you to dive into specific channels for detailed analysis and optimization. Using our Media Plan Optimizer, you can make informed funding decisions at the campaign level to achieve efficiency and revenue goals. We also offer competitive benchmark insights to identify new channels or optimizations.

With real-time integration of measurement signals and cross-channel reporting, our platform ensures continuous improvement and better decision-making over time. Say goodbye to disjointed processes and hello to streamlined efficiency with our automated workflow.

mpo

Plug-and-Play Integration with 3P MMMs:

For sophisticated brands with established analytics practices, our geo-testing application is available as a modular, plug-and-play solution for validating and calibrating existing third-party media mix models (MMMs). Seamless integration of Measured data and insights into existing brand analytics applications further enhances flexibility and scalability.

Join the Future of Marketing Measurement 🚀

With the all-new Measured Incrementality Platform, marketers can unlock the full potential of their advertising investments with confidence and precision. Ready to take your marketing strategy to new heights? Sign up for a demo and discover the future of marketing measurement with Measured. Join us as we pave the way for a new era of advertising effectiveness and optimization.