Best Measurement or Analytics Capability
Campaign: Measured: Incrementality Measurement Reveals the Truth
The Measured team is made up of hardened veterans of multitouch attribution and marketing data science. But in the past few years, the team has evangelized for “incrementality testing,” where groups of users are tracked by channel to measure lift and ROI. It’s a model that’s gained appeal as walled gardens and anti-tracking rules make it harder to attribute at the individual level.
Measured is a small team and a dark horse in this highly competitive category, but it’s amassed a roster of brand clients that are respected and emulated by other marketers, such as the ecommerce brands FabFitFun and Drizly, or the AB InBev-owned DTC unit ZX Ventures.
Digital ad measurement has been a major challenge in the past few years. But that challenge is also an opportunity.