Validate And Optimize Paid Media Investments Through Incrementality Experiments With Measured
This is Trevor Testwuide’s story
Trevor Testwuide and his team of experienced data scientists had been struggling for years to connect user events to an ID and assign credit to each touch point. When walled gardens and data privacy regulations threatened the user-level tracking, Trevor and his co-founder realized Incrementality Measurement was the solution. After founding Measured in 2017, they began to deploy thousands of in-market experiments to build a library of incrementality intelligence. Brands quickly realized this was the must-have requirement for their media investment decisions. Now, Trevor is on a mission to make media incrementality measurement accessible to every consumer brand, helping them make smarter media investment decisions and eliminate waste.
In this episode, you will learn:
- How to unlock the power of incrementality measurement to inform smarter media investment decisions.
- Demonstrating the benefits of transitioning from last-touch metrics to incrementality metrics with real-world case studies.
- Understanding why multi-touch attribution is no longer viable due to data privacy concerns.