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Design of Experiments (DOE) in marketing is a systematic method to design experiments to measure the impact of marketing campaigns. DoE is a method to ensure that variables are properly controlled, the lift measurement at the end of the experiment is properly assessed and the sample size requirements are properly estimated.
Experiments must be designed to inform the specific questions marketers have about their paid media and inform a level of granularity that is meaningful.
Madan is a leading expert in multi-touch attribution and adtech systems.