Randomized controlled trials are the best source of evidence of cause-and-effect relationships, including advertising’s impact on sales. Imagine the potential for conducting geo experiments using ZIP codes instead of DMAs.
Ocean Spray is using a version of the vigorous measurement approach that the Food and Drug Administration uses to test medicines and vaccines, including the COVID-19 vaccine. The method, called randomized control trial (RCT) measurement, isn’t a new concept. (Fun fact: Apparently, the first randomized control trial took place in Nuremberg, Germany in 1835, as […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Peacock Shows Its Feathers NBCUniversal’s Peacock, which goes live tomorrow, was supposed to debut around the 2020 Tokyo Olympics – until the coronavirus pandemic ensured there would be no 2020 Olympics. Business Insider details how NBCU rearchitected its Peacock marketing campaign with the Olympics […]
