On this episode of the podcast, I’m joined by two teachers — Julian Runge from Northwestern College’s Medill Faculty and Koen Pauwels from Northeastern College — for a dialog concerning the methodological (and stylistic) distinction between advertising experimentation and probabilistic measurement.
Julian has beforehand appeared on the podcast and not too long ago contributed a visitor article for Cellular Dev Memo, and he and I’ve co-authored quite a lot of articles (together with this Harvard Enterprise Overview piece). Koen runs the Advertising and Metrics weblog in addition to the Pauwels on Advertising e-newsletter on LinkedIn.
A few of the subjects addressed in our dialogue embody:
- Experimentation in advertising measurement;
- The preferred strategies for probabilistic measurement, and the way they’re carried out;
- How a agency can combine experimentation into its advertising measurement efforts;
- How corporations are inclined to improperly implement Media Combine Modeling;
- Whether or not it’s potential to measure incrementality for a selected channel, utilizing that channel’s instruments;
- How entrepreneurs ought to take into consideration demonstrating the worth of their efforts;
- How the worth of brand name fairness may be measured and built-in into advertising measurement;
- How a agency ought to take into consideration experimentation and alternative value.
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