Measurement Design
Checking whether available data can support modelling
Audit outcome, media, spend, dates, geography, missing values and variation before using data for a marketing mix model.
Section
Measurement Design
Measurement Design
Choosing a suitable geography for a media test
Check targeting, outcome data, pre-test patterns, spillover and precision before choosing areas for a media experiment.
Measurement Design
Choosing common business outcomes across channels
Define one countable business outcome for a cross-channel campaign while keeping channel response and delivery metrics in their proper roles.
Measurement Design
Comparing a holdout with ordinary historical reporting
See what an ordinary historical media report can show, what a holdout adds and when neither supports a confident causal claim.
Measurement Design
Comparing model estimates with observed experiments
Align outcomes, spend changes, markets and uncertainty before comparing an MMM estimate with a media experiment.
Measurement Design
Comparing viewability and verification metrics carefully
Compare viewability, invalid-traffic and suitability figures using their denominators, coverage and format limits.
Measurement Design
Distinguishing a marketing mix model from attribution reporting
See what MMM and attribution reporting each measure, why their channel figures can differ, and which result suits a media decision.
Measurement Design
Estimating spillover between exposed and control audiences
Measure observable leakage in a media test, disclose unknown exposure and assess how spillover may affect the decision.
Measurement Design
Explaining a campaign result across several channels
Explain a multi-channel campaign result using one business outcome, channel delivery, reporting rules and known limits.
Measurement Design
Incrementality and media experiments
Plan a media incrementality test around a clear decision, credible comparison, protected delivery and a result that includes uncertainty.
Measurement Design
Marketing mix modelling for media decisions
Learn how to use marketing mix modelling for media allocation, including the data, assumptions and checks needed before acting on an estimate.
Measurement Design
Media measurement planning
Plan media measurement around a business outcome, channel delivery, data quality and a clear account of what the campaign can and cannot show.
Measurement Design
Planning measurement before money is committed: checks
Use a pre-approval measurement gate to confirm the outcome, method, data access, timing and limits before media is booked.
Measurement Design
Reconciling media invoices with delivery reports
Match bookings, delivery exports and invoices by line item, period, unit and cost basis, then resolve exceptions.
Measurement Design
Recording what cannot be attributed reliably
Keep an attribution limits register that states the missing link, affected result, reporting treatment and effect on decisions.
Measurement Design
Reporting uncertainty in an incremental lift result
Present incremental lift with its outcome unit, baseline, uncertainty range, design limits and decision threshold.
Measurement Design
Separating channel metrics from whole-campaign results
Keep platform delivery and attributed actions distinct from the campaign's shared business result, and explain why reported totals may differ.
Measurement Design
Separating media inventory costs from service fees
Classify inventory, platform, data and buying-service costs, check fee bases and understand limits on publisher-revenue visibility.