Mahesh Jeswani, SVP of Product at Measured, breaks down triangulation and why it's the best approach to media measurement - along with its common difficulties and pitfalls.
Transcript
While every performance marketer today is dabbling in some form of triangulation, not all triangulated media measurement is made equal. The operational overhead required to arrive at a singular, reliable answer from multiple sources is often too burdensome to keep up with the speed at which brands operate today.
Triangulating media performance data from multiple sources requires lining up incongruent data sources that are not apples to apples. This often results in subjective interpretation of media performance, leading to misalignment and lack of decision making ability.
By fully integrating incrementality tests, MMM, and platform attribution into a reliable data set, Measured brands are able to align their teams around a single source of truth, helping them make marketing investment decisions with speed and confidence.
Measured's measurement methodology, with built-in triangulation of incrementality testing, media mix modeling, and platform-reported attribution, is complemented by the world’s first fully automated geo-testing application and a comprehensive, end-to-end measurement workflow to help marketers optimize their media from start to finish.
To find out more about our unique triangulated media measurement offering in the Measured platform, schedule an expert demo today.
About Measured
Measured is the pioneer and leader of incrementality-based media measurement and optimization. Since 2017, leading brands have used our AI-powered, all-in-one platform to manage, test, plan, and optimize over $20 billion in full-funnel media investments. Measured’s unique combination of automated experimentation, media mix modeling, and industry-leading expertise helps marketers prove the incremental impact of their advertising and maximize ROI with unmatched ease, accuracy, and efficiency.