Share these talks and lectures with your colleagues
Invite colleaguesPractice paper
Using matched market lift to measure the true value of offline and online advertising
Applied Marketing Analytics: The Peer-Reviewed Journal,
4
(2),
102-107
(2018)
Abstract
The need for true incremental marketing measurement is well established but the ability to do this varies by channel. This paper describes matched market lift (MML), a methodology designed to bring accountability and objectivity to channels where user-level targeting and randomised control trials are impossible. The paper provides step-by-step guidance to matching geographical markets, and advice on how to apply this methodology to online and offline marketing measurement.
Keywords: DMA testing; geo testing; television measurement; paid search measurement
The full article is available to subscribers to the journal.
Author's Biography
Dominic Williamson is a marketing attribution specialist and currently a lead in the marketing science team at Facebook. With experience at analysis consultancy dunnhumby, media owner JCDecaux and major digital marketer eBay, he has faced the challenges of marketing measurement from all angles. Originally from Nottingham, his professional journey has taken him to roles in England, Switzerland and California and he now works in New York.
Jonathan Arfa is a statistician with experience in the energy and advertising technology industries. He is currently at Facebook, where he researches new and better ways for advertisers to achieve business outcomes.
Citation
Williamson, Dominic and Arfa, Jonathan (2018, September 1). Using matched market lift to measure the true value of offline and online advertising. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 4, Issue 2. https://doi.org/10.69554/AUXM5853.
© Henry Stewart
Publications LLP
Publications LLP