Martech
DECEMBER 2, 2024
By dividing your audience into two groups — one that receives the marketing intervention (treatment group) and one that does not (control group) — you can directly compare the sales or conversions between the two groups. KPIs: Sales lift: Difference in sales between the treatment and control groups.
Martech
APRIL 28, 2025
How conversion lift testing works Test and control groups The core of conversion lift testing involves dividing the target audience into two groups: a test group that is exposed to the marketing campaign and a control group that is not.
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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.,
Martech
APRIL 17, 2025
And I’m not alone 40% of CMOs say improving ROI and proving attribution across the marketing mix is a top priority, according to the CMO Council’s “CMO Intentions 2024” report. The hope is that all of this will lead to greater ROI. Maybe the anxiety isn’t so dramatic after all.
PubMatic
MAY 5, 2025
Sell-side targeting has shown the ability to target audiences with greater transparency, better targeting, and stronger ROI, helping campaigns double their reach, increase viewability, and CTR. Ghost bidding brings the rigor of randomized control trials to digital marketing, enabling accurate causal measurement without added costs.
Martech
JANUARY 3, 2023
How to ensure first-party data drives ongoing ROI for CPGs. The outcome was above average ROI for this first-party lookalike compared to other third-party purchase-based targets. Plan ROI measurement from the beginning, including control group management. CPGs and third-party audiences. Considerations. Get MarTech!
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.
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