Digiday

NOVEMBER 17, 2022

As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality is a form of A/B testing that measures the true impact of CTV compared to the results advertisers would have achieved without CTV.

A/B Testing 55

A/B Testing Conversion Audience Control Group 55

MNTN

FEBRUARY 6, 2024

That’s where marketing attribution comes into play as a data-driven solution that enables you to gauge the effectiveness of every touch point in your customer’s path to conversion — from the first interaction to the final purchase and beyond. What Is Marketing Attribution? Two words for you: marketing attribution.

Marketing 52

Marketing A/B Testing Conversion Control Group 52

Martech

MARCH 30, 2022

It lays out what you think might happen and guides your choices for variables, testing segments, success metrics and even how to use the results. Using the wrong conversion calculation. This relates to the customer‘s journey and the test’s objective. Testing without statistical significance.

Conversion 104

Conversion A/B Testing Control Group Marketing 104