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TY. Incrementality is king. Measuring that as a marketer and advertiser is getting more challenging for a variety of reasons. The future, primarily for large br
by shostack 5y ago
TY. Incrementality is king. Measuring that as a marketer and advertiser is getting more challenging for a variety of reasons. The future, primarily for large brands, but increasingly accessible for smaller and smaller companies is in statistical analysis with properly controlled experiments.
It is the only path I've seen that can account for all the noise in the measurement ecosystem. And even then it is far from easy to do "right."
- otabdeveloper4 5y ago> The future ... is in statistical analysis with properly controlled experiments. The future? No, statistical analysis was always at the core of advertising, from the moment statistics was invented. It's only recently in the last few years that people forgot this, and only because techies and programmers without statistics knowledge successfully "disrupted" the advertising industry. But internet advertising sucks balls compared to classical advertising forms, especially from the point of view of ROI to the client. So we will eventually "undisrupt" this mess and make internet advertising more like the classical forms. t. working in ad tech for the last 17 years.
- shostack 5y agoFair point about statistical analysis. My comment was more that the tools and data to provide that visibility are starting to trickle down to smaller companies, sort of like how GA did it for web analytics. For better or worse. Disagree on traditional vs digital though. It is totally circumstantial which performs better.