Adweek

JANUARY 17, 2024

In a new campaign from independent agency Erich & Kallman, the colleagues test their "best coffee" hypothesis with a bizarre control group. A couple of research scientists are big fans of a fast-growing coffee brand called Goodboybob, but they'd like to put some data behind their opinions. Three words: mutant lab rats.

Control Group 306

Control Group Agency Food 306

Digital Remedy

FEBRUARY 19, 2025

In Part 1 of our Intro to Incrementality series , we covered the basics of how incrementality analysis helps marketers uncover the true impact of their advertising by comparing two groups: Exposed Group those who saw ads. Control Group those whodid notsee ads. External Noise : Uncontrollable variables (e.g.,

Control Group 66

Control Group A/B Testing Impressions Cookies 66

Digital Remedy

MAY 31, 2022

We mentioned how, at the very heart of this analysis, there is a comparison between two groups: Exposed Group – those who saw ads. Control Group – those who did not see ads. Controlling The Control. Random Suppressed Groups. Real-World Example. Remember our basketball example?

Control Group 98

Control Group Impressions A/B Testing Ad Space 98

Digital Remedy

FEBRUARY 24, 2025

In Part 1 of our Intro to Incrementality series , we covered the fundamentals-measuring incremental lift by comparing test (exposed) and control (holdout) groups. In Part 2 , we explored how to create accurate control groups using ghost bidding to eliminate bias and avoid skewing incrementality analysis.

CPA 59

CPA Control Group Conversion Audience 59

Martech

JANUARY 3, 2023

To help meet their brand marketing goals, CPGs have primarily focused budgets on the highly scalable third-party audiences curated by vendors and agency partners. Plan ROI measurement from the beginning, including control group management. CPGs and third-party audiences. Considerations. Metric/KPI frameworks. Get MarTech!

ROI 101

ROI Control Group Audience Cookies 101

Digital Remedy

MAY 31, 2022

We mentioned how, at the very heart of this analysis, there is a comparison between two groups: Exposed Group – those who saw ads. Control Group – those who did not see ads. Controlling The Control. Random Suppressed Groups. Real-World Example. Remember our basketball example?

Control Group 52

Control Group Impressions A/B Testing Ad Space 52

Digiday

NOVEMBER 15, 2022

According to research by Unmissable, audio emerged as a vital channel for the Race for Life campaign and provided strong uplifts versus the control group. Agency of the Year Aspectus Group Assembly Realtime Agency RocketMill – The UK’s largest employee-owned agency Team Whistle’s “MAGNET” Agency.

Advertising 69

Advertising Marketing Fashion Agency 69