avinash controlled-experiments-measuring-incrementality 
Occam's Razor
SEPTEMBER 19, 2011
Oh, and the killer question… if you invest in multiple channels, how much incrementality does each channel bring to your bottom-line? Controlled experiments! You need people with deep skills in Scientific Method , Design of Experiments , and Statistical Analysis. What is the incremental value of doing email?
Occam's Razor
OCTOBER 24, 2016
Step 8: Nonline Controlled Experiments. Step 9: Advanced Controlled Experiments. The most primitive thing you can do to have a very strong people, process, structure foundation is to pick great metrics to measure. Most of you already measure the heck out of this. (If Step 4: Standard Attribution Models.
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Occam's Razor
APRIL 2, 2012
Included in the post are recommendations for measurement and data analysis. That's because when it comes to MCA-O2S your only bffs are a set of 16 strategies I've outlined over two posts (links immediately below) or the fantastic world of controlled experiments (as in the Verizon case above). It's mandatory.
Occam's Razor
AUGUST 13, 2012
Yehoshua Coren: Best ways to measure user behavior in a multi-touch, multi-device digital world. What's possible to measure. What's not possible to measure. We all have smart phones, laptops, tablets and soon Smart TVs – but most of our measurements are usually done in Cookies that are device/browser specific.
Occam's Razor
SEPTEMBER 5, 2023
Marketing broadly tends to obsess about Paid Media, they have to care about Owned and Earned Media as well – the latter will be the source of 70% – 75% of the incremental conversions! The recommendations are in the format Metric | Methodology, what to measure and how to measure it. Deliver a roughly apples-to-apples comparison.
Occam's Razor
JULY 1, 2008
3 ] Provide you with a bushel of specific multichannel measurement ideas to help quantify the offline impact of your online presence. Why should you care about measuring multichannel impact? There are many jobs your website is doing, it is your job to measure the holistic impact. Bonus Tip : But don't stop there.
Occam's Razor
AUGUST 12, 2013
I'll close with a custom attribution model into which you can insert all your biases – sorry, I mean expertise – and get something better than good to make incremental progress from where you are today. There are too many paths, and you can't actually control the path that a potential customer can take.
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