Best Measurement or Analytics Capability
The AdExchanger Awards 2020
Best Measurement or Analytics Capability
Digiday Technology Awards Winner 2020
Great Brands Trust Measured
"Measured has been the most valuable marketing technology partnership we've added in 2020."
Vice President of Media & Acquisition
Brentwood & Associates
"Measured has proven to be a valuable strategic partner helping us understand the incrementality and contribution of each of our ad channels."
Operating Partner, CMO
"Working with Measured since 2018, we have seen first hand the value of their technology and services. They are great people dedicated to our success"
"The speed with which we've been able to gain insights into our marketing decisions has been amazing."
Vice President of Marketing & Analytics
"In the first 18 months of working with Measured, we doubled our online business."
"Measured has solved the cross channel attribution problem through a creative approach anchored on really smart experimentation."
Operating Partner, Marketing
Incrementality Testing for Smart Media Investments
Integrations with 100+ media platforms enable quick set up for testing incrementality
across all your media channels.
What is Incrementality Testing?
Incrementality Testing is a proven experimental approach for measuring the incremental contribution of media. Tests are executed by systematically withholding ad exposure to a representative subset, or “cohort,” of the target audience (the control group) while maintaining normal ad exposure to the broader audience set (the test group). As long as the control group is selected at random and sizable enough to be statistically significant, then the incremental contribution of the media can be determined by the difference in performance results (conversion, revenue, profitability, etc.) between the test and control groups.
How Do You Calculate Incrementality?
By using targeting parameters available within publisher platforms to configure ad campaigns that serve a control treatment and a campaign treatment to similar audiences, publisher tracking and reporting can tell us the conversion rates for both the control audience and the campaign (test) audience. The difference in those conversion rates can be interpreted as incrementality.
The control group needs to represent a minimum percentage of the total test and control reach to be scientifically valid, but that number can vary based on a number of factors. The test group will receive your ad, media in question; the control group will not receive the ad message. There are multiple ways to build a control audience. Some examples are:
- Flight a placebo ad or PSA ad (PSA is Public Service Announcement ad or a generic irrelevant to your business ad) to an exact replica or mirror of the exposed audience.
- Hold out a subset of the target audience and suppress from the ad exposure.
- Programmatic executions have counterfactual bid loss data for the target audience that did not win the media auction.
Measured Methodology Informs Marketing Attribution by
- A trusted measurement platform with productized experiments for cross-channel attribution insights
- Hassle-free daily and weekly insights with reliable and reconciled marketing data
- True causal incremental media contribution, scale insights and forecasting capabilities
- Experienced team to guide your measurement journey and enrich actionable insights with industry learnings
The Measured Intelligence Suite™ of Products for Marketing Attribution
Our marketing data warehouse is a data operating platform purpose-built for analytics.
The mMDW ingests, unifies and stores your data for marketing measurement while offering extensive customization, active monitoring and privacy-compliant data management services.
To deploy and manage experiments systematically and reliably across the media mix is a complex process.
Measured executes comprehensive, repeatable and transparent control testing to identify the incremental contribution and scale of media.
Smart media investment decisions require reliable cross-channel reporting.
Through flexible and highly customizable dashboards, mDecision provides detailed cross-channel and granular views into incremental media contribution.
Our optimization reports and proven scenario planner that forecasts short and long-term media performance will guide you to the best decisions for improving results and optimizing media mix across your portfolio. Learn more