Leadership Lab: Do’s and Don’ts in Measuring Incremental Brand Lift

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.

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Featured Speakers

Paul DonatoChief Research Officer,
The ARF

Ken ArcherVP, Product,
Survata

Heather O’SheaEVP, Advertising & Media Effectiveness,
Kantar

Joel RubinsonPresident,
Rubinson Partners, Inc.

Nancy SmithCEO,
Analytic Partners

Gaurav ShiroleSVP, Product Strategy & Client Analytics,
605

John StewartVP, Measurement,
Survata

Vijoy GopalakrishnanSVP/Principal, Center of Media Excellence,
IRI

Robert MoaklerQuantitative Researcher,
Facebook

Andy FisherChief Analytics Officer ,
Merkle

Joy JosephManaging Partner, Head, Data & Analytics Services,
GroupM