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
We have worked hard to plug in directly to 100+ media platforms and their APIs. Because of this, Measured provides incrementality measurement and testing with ease and speed. We can then run 100s of audience-level experiments with a quick one-time set up with your publishers. Find out media’s true contribution across all your addressable and non-addressable channels.