Best Measurement or Analytics Capability
The AdExchanger Awards 2020
Best Measurement or Analytics Capability
Digiday Technology Awards Winner 2020
Great Brands Trust Measured
"TechStyle leans heavily on data to drive our ongoing marketing strategy and Measured consistently delivers insights we trust to make ongoing cross-channel media decisions."
Aubrie RicheyVP of Media Intelligence
"Shhhh. Don’t tell anyone, but we've been using Measured since early last year, and we grew another 82% with their help. It will be our little secret."
"Measured deserves a lot of credit for being WAY out front on incrementality when many vendors in the attribution space were still fixated on multi-touch attribution."
Incrementality Testing for Smart Media Investments
The Measured Intelligence Suite is incrementality measurement software designed to grow with your business. We execute comprehensive, repeatable, and transparent experiments to identify the incremental contribution of media and deliver actionable cross-channel insights.
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 a generic ad irrelevant to your business 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