On Tuesday, media measurement startup Measured released a souped-up version of its platform that fully automates the process of incrementality planning and optimization, including geo-based testing.
"It takes a lot of humans and hands on keyboards to design the experiment and deploy the campaigns in the holdout conditions," Testwuide said. "And then they have to interpret the math, which is labor-intensive, and there's a high degree of risk [of miscalculations]."
#automated-incrementality-testing #full-funnel-media-mix-modeling #measurement-solutions #challenges-of-incrementality-testing
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