Precision Preview is live in GeoLift by Recast, and it’s already changing how teams think about designing lift tests. Here’s the problem it solves: when teams design geographic-based incrementality tests today, they often size them using power analysis – a statistical exercise that answers the question “will I detect a […]
Introducing Precision Preview in GeoLift by Recast Read More »
A reader asked: “Why should I use a geo testing tool when I can just do the analysis in google sheets?” Eyeballing the data in a spreadsheet is a solid first step. Just know there are several ways spreadsheet analyses can bite you if you use them for more advanced
Why should you care to leave the comfort of your spreadsheet? Read More »
If you’re treating p < 0.05 as the litmus test for your marketing experiments, it’s going to be really hard to build a solid measurement program. Many marketers still blindly follow this rule: But a p-value doesn’t tell you whether your campaign worked, how big the effect was, or whether
What to Do When Your Marketing Experiment Isn’t Statistically Significant Read More »
Marketers love to talk about experiments. And experiments are great, but marketers who only focus on A/B tests and holdout studies are missing out on levers that can move the needle for their business. So here’s our premise: the sharpest marketing organizations also need to think in bets. What is
How to Prioritize Marketing Bets for Maximum Incremental Return Read More »
There’s a lot of confusion from marketers about the right way to use lift tests or incrementality experiments to calibrate the results of a media mix model (MMM). We see questions like: You need to be thoughtful when incorporating information from incrementality experiments into an MMM, so in this post
How to Use Lift Tests to Calibrate an MMM Read More »
Most marketers want to test everything. But you don’t have unlimited budget, time, or team capacity. So you need to be ruthless about prioritizing what actually gets tested. That means knowing where a test will generate the most value — not just statistically, but strategically. Here’s how we help the
How to Prioritize Experiments When You Can’t Run Them All Read More »
“Incrementality testing” is extremely hot right now. And while I am personally extremely enthusiastic about this type of experimentation and I am very glad to see that more organizations are running more experiments, I see a lot of confusion around important concepts regarding these types of experiments that I think
Fact and Fiction in Marketing Experimentation Read More »
Setting the scene Marketers have been given an impossible task. They are being asked to grow the business in the face of a shifting landscape and terrifying amounts of uncertainty. CEOs and CFOs want certainty and an inexorable march of growth, but they don’t give marketing teams the tools and
Introduction: How to Build an Incrementality System Read More »
In today’s rapidly evolving retail environment, it can be a real challenge for omnichannel brands to measure the incremental impact of their marketing efforts. The modern customer journey spans multiple touchpoints — a consumer might browse for a product category online, see a TV ad, get driven to an owned/D2C
How Omnichannel Brands Leverage Marketing Mix Modeling (MMM) Read More »
Coca-Cola does not think about attribution the same way an early-stage D2C brand thinks about it. Everything is different: budgets, teams, brand recognition, channels, etc. Both are considering which initiatives are incremental, but how they go about it is an entirely different game. Attribution is not a one-size-fits-all method, and
How Marketers Should Think About Attribution at Different Stages of Growth Read More »
