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In short, yes. Experimentation relies on steady state operation of your media channels as the vast majority of your customer base, receiving business as usual media exposure, will comprise the all important test group in the experimental design. Good experimentation carefully selects out a small, but representative subset of your customers and withholds media exposure at the channel level in order to serve as the test group which will bear out the true incremental sales driven by channel level media exposure.
Operationalize Media Channel Experimentation with Measured
A clean read for experimentation requires a carefully selected and small, but representative subset of your customers to withhold media exposure.