How much sales did your campaign generate, and how much would have happened anyway? Getting a valid answer to this critical question relies on the quality of your measurement approach.
Some say Randomized control groups (CTs) are the only way to really measure incremental lift. Others say it is impossible to build a true random control group. What are the alternatives, and how well do they work?
This August 14 breakfast session focused on Causal Analysis in Brand Measurement, including:
- Causal vs. Correlation
- Randomized Control Groups vs Synthetic Control Groups
- How Causal fits into MTA & Incrementality
- Where this takes us in the future
Say “do” to the opportunity to learn about the Do’s and Don’ts in measurement that will make a difference in your ability to make informed decisions.
Measuring Incremental Brand Lift
Some say Randomized control groups (CTs) are the only way to really measure incremental lift. Others say it is impossible to build a true random control group. What are the alternatives, and how well do they work?
Ken Archer – VP, Product, Survata
Jon Stewart – VP, Measurement, Survata
Access presentation »
View Survata’s Video:
Case Studies and Best Practices
Hear directly from industry leaders on how and when they have applied and succeeded in utilizing randomized control groups. Panel discussions follow.
Vijoy Gopalakrishnan – SVP/Principal, Media Center of Excellence, IRI
Joy Joseph – Managing Partner, Head, Data & Analytics Services, GroupM
Ying Liu – Quantitative Analyst, Google
Moderator: Ken Archer – VP, Product, Survata
Robert Moakler – Quantitative Researcher, Facebook
Andy Fisher – Chief Analytics Officer, Merkle
Heather O’Shea – EVP, Advertising & Media Effectiveness, Kantar
Moderator: Paul Donato – CRO, ARF
Access IRI’s presentation »
View IRI’s Video
Access GroupM’s presentation »
View GroupM’s Video:
Access Google’s presentation »
View Google’s Video:
View Panel Discussion & Q&A Video
Case Studies & Presentations:
Access Facebook’s presentation »
View Facebook’s Video:
View Merkle’s Video
Access Kantar’s presentation »
View Kantar’s Video:
View Panel Discussion & Q&A Video
Case Studies and Best Practices Con’t:
Joel Rubinson – President, Rubinson Partners, Inc.
Scott Safranek – Senior Director, Analytics, 605
Nancy Smith – President & CEO, Analytic Partners
Moderator: Jon Stewart – VP, Measurement, Survata
Access Rubinson’s presentation »
View Rubinson’s Video:
Access 605’s presentation »
View 605’s Video
Access Analytic Partner’s presentation »
View Analytic Partner’s Video:
View Panel Discussion & Q&A Video